Gender portrayal in Hong Kong and Korean children's TV commercials: A cross‐cultural comparison

Asian Journal of Communication

Volumn 12, Issue 2, 2002, Pages 100-119

  Moon, Young Sook ^a   Chan, Kara ^b  

^a Hanyang University   (South Korea)

^b HONG KONG BAPTIST UNIVERSITY   (Hong Kong)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84993039553     PISSN: 01292986     EISSN: 17420911     Source Type: Journal    
DOI: 10.1080/01292980209364825     Document Type: Article

References (26)

1. AC Nielsen. 2001. Weekly TV ratings summary, Hong Kong: AC Nielsen.
2. Albers‐Miller, N., and Gelb, B. D., 1996. Business advertising appeals as a mirror of cultural dimension: A study of eleven countries. Journal of Advertising, 25(4): 57–70.
3. Bandura, A., 1986. Social foundations of thought and action: A social cognitive theory, Englewood Cliffs, NJ: Prentice Hall.
4. Browne, B., 1998. Gender stereotypes in advertising on children's television in the 1990s: A cross‐national analysis. Journal of Advertising, 27(1): 83–96.
5. Bussey, K., and Bandura, A., 1984. Influence of gender constancy and social power on sex‐linked modeling. Journal of Personality and Social Psychology, 47(6): 1292–1302.
6. De Mooij, M., 1998. Global marketing and advertising: Understanding cultural paradox, Thousand Oaks, CA: Sage Publications.
7. Edgar, P., and McPhee, H., 1974. Media she, Melbourne: Heinemann.
8. Gilly, M., 1988. Sex roles in advertising: A comparison of television advertisements in Australia, Mexico, and the United States. Journal of Marketing, 52(2): 75–85.
9. Hofstede, G., 1980. Culture's consequences: International differences in work‐related values, Newbury Park, CA: Sage.
10. Hofstede, G., 1983. National culture in four dimensions. International Studies of Management and Organization, 13(2): 46–74.
11. Hofstede, G., 1997. Culture and organization: Software of the mind, London: McGraw‐Hill.
12. Hofstede, G., 1998. Masculinity and femininity: The taboo dimension of national cultures, Thousand Oaks, CA: Sage Publications.
13. Ji, M. F., and McNeal, J. U., 2001. How Chinese children's commercials differ from those of the United States: A content analysis. Journal of Advertising, 30(3): 79–92.
14. Kim, T. E., 2000. “ Television viewing ”. In Advertising Information (June), 66–70. Korean Broadcasting Advertising Corporation.
15. Kolbe, R. H., 1990. “ Gender roles in children's advertising: A longitudinal content analysis ”. In Current Issues and Research in Advertising, 197–206. Ann Arbor, MI: Division of Research, Graduate School of Business Administration.
16. Mazzella, C., Durkin, K., Cerini, E., and Buaralli, P., 1992. Sex role stereotyping on Australian television advertisements. Sex Roles, 26(7/8): 243–258.
17. McNeal, J. U., 1992. Kids as customers: A handbook of marketing to children, New York: Lexington Books.
18. Milner, L. M., and Collins, J. M., 1998. Sex role portrayals in Turkish television advertisements: An examination in global context. Journal of Euromarketing, 7(1): 1–28.
19. Milner, L. M., and Collins, J. M., 2000. Sex‐role portrayals and the gender of nations. Journal of Advertising, 29(1): 67–79.
20. Milner, L. M., Fodness, D., and Speece, M., 1993. Hofstede's research on cross‐cultural work values: Implications for consumer behavior. European Advances in Consumer Research, 1: 70–77.
21. Perreault, W. D., Jr. and Leigh, L. E., 1989. Reliability of nominal data based on qualitative judgments. Journal of Marketing Research, 26 May: 135–148.
22. Peck, J., 1979. Children's television advertising: An analysis. Australian Journal of Social Issues, 14(1): 64–76.
23. Tai, S. H. C., 1997. Advertising in Asia: Localize or regionalize?. International Journal of Advertising, 16: 48–61.
24. Taylor, C. R., Miracle, G. E., and Wilson, R. D., 1997. The impact of information level on the effectiveness of U.S. and Korean television commercials. Journal of Advertising, 26(1): 1–18. Judith
25. Wiles, R., Wiles, C. R., and Tjernlund, A., 1995. A comparison of gender role portrayals in magazine advertising: The Netherlands, Sweden, and the U.S. European Journal of Marketing, 29(11): 35–49.
26. Zinkan, G. M., 1994. Advertising ethics: Emerging methods and trends. Journal of Advertising, 23(3): 1–4.