Changing gender roles in prime-time commercials in Malaysia, Japan, Taiwan, and the United States

Sex Roles

Volumn 45, Issue 1-2, 2001, Pages 117-131

  Bresnahan, Mary Jiang ^a   Inoue, Yasuhiro ^a   Liu, Wen Ying ^a   Nishida, Tsukasa ^a  

^a MICHIGAN STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0035385101     PISSN: 03600025     EISSN: 15732762     Source Type: Journal    
DOI: 10.1023/A:1013068519583     Document Type: Article

References (27)

1. Bretl, D. J., & Cantor, J. (1988). The portrayal of men and women in US television commercials: A recent analysis and trends over 15 years. Sex Roles, 26, 243-259.
2. Buck, E. B., Newton, B. J., & Muramatsu, Y. (1984). Independence and obedience in the United States and Japan. International Journal of Intercultural Relations, 8, 279-300.
3. Commercial Library. (1996). Retrieved from www.dreamlife.co.jp/namtas/cm1/cml.html
4. Craig, R. S. (1992). The effect of television day part on sex portrayals in television commercials: A content analysis. Sex Roles, 26, 197-211.
5. Crittenden, K. S. (1991). Asian self-effacement or feminine modesty? Attributional patterns of women university students in Taiwan. Sex and Society, 5, 98-117.
6. Frith, K. T. (1997). Asian advertising: Charting the trends. Media Asia, 24, 94-98.
7. Furnham, A., & Mak, T. (1999). Sex-role stereotyping in television commercials: A review and comparison of fourteen studies done on five continents over 25 years. Sex Roles, 41, 413-137.
8. Holsti, O. R. (1969). Content analysis for the social sciences and humanities. Reading, MA: Addison-Wesley.
9. Katsurada, E., & Sugihara, Y. (1999). Gender differences in gender-role perceptions among Japanese college students. Sex Roles, 41, 775-786.
10. Kaur, K. (1993). Malaysian media and the Malaysian woman. Media Asia, 20, 82-89.
11. Kolbe, R., & Langefeld, C. (1993). Appraising sex role portrayals in TV commercials. Sex Roles, 28, 393-416.
12. Krippendorff, K. (1980). Content analysis: An introduction to its methodology. Beverly Hills, CA: Sage.
13. Leung, L. (1995). Appraising sex-role portrayal in Korean television commercials. Media Asia, 22, 111-116.
14. Lin, C. A. (1993). Cultural differences in message strategies: A comparison between American and Japanese TV commercials. Journal of Advertising Research, 33, 40-48.
15. Lovdal, L. T. (1989). Sex role messages in television commercials: An update. Sex Roles, 21, 715-724.
16. Lu, L. (1995). The relationship between subjective well-being and psychological variables in Taiwan. The Journal of Social Psychology, 135, 351-357.
17. Maenaka, H., Miracle, G. E., & Chang, K. Y. (1991). An analysis of information in Japanese and U.S. television advertising. Paper presented at the Conference on Communication in Japan and the United States, California State University, Fullerton, CA.
18. Marecek, J., Piliavin, J. A., Fitzsimmons, E., Krogh, E. C., Leader, E., & Trudell, B. (1978). Women as TV experts: The voice of authority? Journal of Communication, 28, 159-168.
19. Mazzella, C., Durkin, K., Cerini, E., & Buralli, P. (1992). Sex roles stereotyping in Australian television advertisements. Sex Roles, 26, 243-259.
20. McArthur, L. Z., & Resko, B. G. (1975). The portrayal of men and women in American television commercials. Journal of Social Psychology, 97, 209-220.
21. Mueller, B. (1987, June/July). Reflections of culture: An analysis of Japanese and American advertising appeals. Journal of Advertising Research, 51-59.
22. Noor, N. M. (1999). Roles and women's well-being: Some preliminary findings from Malaysia. Sex Roles, 41, 123-145.
23. Rogers, E. M. (1995). Diffusion of Innovations. New York: The Free Press.
24. Sengupta, S. (1995). The influence of culture on portrayals of women in television commercials: A comparison between the United States and Japan. International Journal of Advertising, 14, 314-333.
25. Signorielli, N. (1989). Television and conceptions about sex roles: Maintaining conventionality and the status quo. Sex Roles, 21, 341-360.
26. Suzuki, M. F. (1995). Women and television: Portrayals of women in the mass media. In K. Fujimura-Fanselow & A. Kameda (Eds.), Japanese women: New feminist perspectives on the past, present, and future (pp. 75-92). New York: The Feminist Press.
27. Zandpour, F., Chang, C., & Catalano, J. (1992, January/February). Stories, symbols, and straight talk: A comparative analysis of French, Taiwanese, and U.S. television commercials. Journal of Advertising Research, 25-38.