Implicit and Explicit Measures: What Their Dissociations Reveal About the Workings of Advertising

Abstract

The study investigates gender stereotyping in TV advertising on private and public TV channels in Germany. The results show that gender stereotyping in advertising still prevails despite the change in women’s role in many cultures over the years. Contrary to their public mission, public TV channels do not exhibit less stereotypical gender roles in advertisements compared to private TV channels, although there are differences in how both channels stereotype gender. The results raise the question for more control over the current advertising practice, as recently put forward by a new EU resolution.