Although college women were generally found to be more aware and critical of sex stereotyping than were college men, data indicated that viewers were not as sensitive to sex-role stereotypes in television commercials as advocates of feminism might hope. (KS)

Compares the content of female candidates' political spot ads with that of ads for a control group of male candidates in similar contests. Concludes that the biggest differences were in images, with females less likely to stress strength and more likely to stress compassion. (FL)

Differences in formal aspects of television commercials aimed at boys and those aimed at girls were investigated. Formal attributes were defined as production techniques such as action, pace, visual effects, dialogue and narration, background music and sound effects. Two aspects of content were also examined: aggressive behavior and the gender of…

Suggests that from 1972-1974 there was little change in the representation of women as authorative voice-overs or as on-screen experts in television commercials without voice-overs. (MH)

Examines forms of communication used in commercials to convey social stereotypes. (Forms refer to production techniques such as level of action or movement, pacing, camera techniques, and auditory features.) (PD)

Examines how females and minorities are represented on children's Saturday morning television commercials, focusing on how often they are present, settings in which they are portrayed, and types of White-minority interactions. Finds that more women and minorities are present in advertisements than earlier studies indicated, but that White males…

Study examines frequency of attractiveness-based messages on 4,294 network television commercials. Attractiveness statements appear to be associated more with food and drink and personal care ads and with female performers and male voice-overs. Implications of an association of women and attractiveness on television are explored. (Author/SA)

A review of 19 studies in 17 articles on sex-role stereotyping and television has revealed some common characteristics. Three types of research can be classified: content, effect, and correlation. Content analysis was the most popular. Even though various types of TV programs were studied, each research study investigated only one type of program…

Content analysis of American television commercials since 1971 reveals several differences between the portrayal of men and women, but many of the gaps seem to be narrowing. The findings are discussed in terms of the potential effects of exposure to stereotyped depictions on viewers' sex role attitudes. (Author/BJV)

A study of the responses of 56 high school girls shows the cultivation effects of television beauty-related commercials on the girls' perceptions of the importance of sex appeal, youth, and beauty to women in four different roles. (GT)

Groups of boys and girls at two summer day camps in 1970 were interviewed on the manner in which they viewed television, thought about it, and talked about it among themselves. The areas explored were: (1) the types of programs which they reported liking or disliking, (2) the types of programs which they felt informed them, (3) their attitudes…

To explore the portrayals of Americans in Japanese television commercials and Japanese in American television commercials, and how those portrayals are perceived by each nationality, a two-part study examined 745 American commercials and 956 Japanese commercials. Researchers first coded the number of American males and females who appeared in the…

Sports programming plays a significant role in the media messages that American boys receive today. To explore the messages that sports programming presents to its audience, this report relates the findings of a study that analyzed a representative selection of sports programs and their accompanying commercials; also presented are findings from a…