Analysis of Age Upon Its Relationship With Socio-Cultural Variables in Terms of Gender Portrayals in Turkish Television Ads

Basit Öğe Kaydı
dc.contributor.authorArslan, Eylem
dc.date.accessioned2019-10-27T22:27:40Z
dc.date.available2019-10-27T22:27:40Z
dc.date.issued2015
dc.departmentEge Üniversitesien_US
dc.description.abstractThe concern with how male and female characters are portrayed in television advertising has existed in the past three decades. This area has attracted attention of the most researches to particularly the portrayal of female characters in television commercials. Despite the abundance of research on female representations in general, most studies documenting representations of gender in television commercials have paid little attention to age as an important comparative factor. This study considers the role of age upon gender portrayals of television ads in the context of its relationship with socio-cultural variables. A content analysis of 4495 characters appearing in 2650 commercials aired during a composite week of prime-time programming on 6 major broadcast networks was conducted. The study compared images of female and male participants from childhood through the senior years. The findings indicate significant differences among same-age gender portrayals and same-gender age portrayals. As prior research has documented, male characters appeared most frequently as middle-aged adults, while female characters appeared most often as young adults. For nearly every age group, female characters were less likely than male characters to work, have authority, be shown outdoors, and be associated with nondomestic products. Moreover, female characters in all age categories were more attractive, thin, and suggestively dressed than their same-age male counterparts. Results are interpreted within a social cognitive theory framework.en_US
dc.identifier.endpage86en_US
dc.identifier.issn1300-3984
dc.identifier.issue105en_US
dc.identifier.startpage71en_US
dc.identifier.urihttps://hdl.handle.net/11454/50738
dc.identifier.wosWOS:000354339900006en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isotren_US
dc.publisherMilli Folklor Dergisien_US
dc.relation.ispartofMilli Folkloren_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectTelevision Adsen_US
dc.subjectGender Mainstreamingen_US
dc.subjectAge Groupsen_US
dc.subjectContent Analysisen_US
dc.subjectSocial Cognitive Theoryen_US
dc.titleAnalysis of Age Upon Its Relationship With Socio-Cultural Variables in Terms of Gender Portrayals in Turkish Television Adsen_US
dc.typeArticleen_US

Dosyalar

Koleksiyon

WoS İndeksli Yayınlar Koleksiyonu