The portrayal of women in South African television commercials

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dc.contributor.author Holtshauzen, T.
dc.contributor.author Jordaan, Yolanda
dc.contributor.author North, Ernest J.
dc.date.accessioned 2012-02-01T07:08:29Z
dc.date.available 2012-02-01T07:08:29Z
dc.date.issued 2011
dc.description.abstract Much research has been conducted on the portrayals of men and women in advertising. Advertisers are often criticised for portraying stereotypical gender roles, and particularly for depicting women as dependant (such as a homemaker) or decorative (such as a sex object). The purpose of the study on which the article is based was to identify current role portrayals of women in advertising on selected South African television channels. A sample of 245 commercials was content analysed to determine how women are portrayed in advertising. The findings indicate that women are most often portrayed as product users, and least often as sex objects. In terms of product categories, women featured most often in advertising for personal care items and least often in sport-related commercials. Rational advertising appeals were most commonly used in commercials featuring women. Suggestions for future research are offered. en_US
dc.description.librarian ff2012 en
dc.description.uri http://www.unisa.ac.za/sabusinessreview en_US
dc.identifier.citation Holtzhausen, T, Jordaan, Y & North, EJ 2011, 'The portrayal of women in South African television commercials', Southern African Business Review, vol. 15, no. 3, pp. 167-183. en_US
dc.identifier.issn 1561-896X
dc.identifier.issn 1998-8125 (online)
dc.identifier.uri http://hdl.handle.net/2263/18009
dc.language.iso en en_US
dc.publisher College of Economic and Management Sciences, University of South Africa en_US
dc.rights College of Economic and Management Sciences, University of South Africa en_US
dc.subject Marketing en_US
dc.subject Television commercials en_US
dc.subject Female models en_US
dc.subject Role portrayal en_US
dc.subject Stereotypes en_US
dc.subject.lcsh Women in advertising -- South Africa en
dc.subject.lcsh Television advertising -- South Africa en
dc.title The portrayal of women in South African television commercials en_US
dc.type Article en_US


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