The gender-role stereotyping of men and women in hong kong television advertisements

Abstract

The present study aimed to examine the portrayal of men and women in television advertisements in two different television channels (English and Chinese medium) in Hong Kong. The study involved a content-analysis of how men and women are portrayed on television using the well-used coding scheme, The Chinese channel had significantly more gender Stereotypic adverts compared to the English channel (6 out of 10 attributes compared to only 2 out of 10 attributes). Results were compared to previous studies done in Asia as well as in the rest of the world.