Stereotypes and prejudice are omnipresent and therefore influence every person in his or her perception. Undoubtedly, most of us are unaware of this fact. As a phrase from the “Handwörterbuch der Psychologie” states, “The prejudice of our own impartiality is the strongest prejudice of all”(Asanger, & Wenninger, p. 539).
Gender stereotype refers to the subjective perception of what a male or female should be or how one should behave. For example, a stereotypic Hong Kong Chinese person would perceive that females should be gentle, sympathetic and shy, whereas males should possess strong personality and leadership abilities (Fung, & Ma, 2000).
Gender roles can change in alignment with changes in society. However, the Arima (2003) study determined that television advertisements in Japan still depicted the old gender stereotype of “men at work and women at home”, even though the rate of women attending college and of women in the working population has increased. Moreover, the younger generation in Japan supports the new gender stereotype of “men at work, women at both work and home”. In the US, television advertisements reflected gender role expectations, as well. Products that are assumed to appeal to female customers are presented exclusively by a female main character. Respectively, products predominantly designed for men, are exclusively presented by male characters (Blain, & McElroy, 2002).
Although gender representation has been studied extensively in the US, little is known about the portrayal of gender stereotypes in German and Asian television advertisements. This study proposes to fill this gap by analysing German television advertisements and by comparing the findings to the results of latest studies on gender stereotypes in East Asia.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Stereotypes
- Gender Stereotypes
- Television
- German television advertisement
- Method
- Results
- Gender
- Age
- Appearance
- Product Type
- Location
- Voice-Over
- Discussion
- Gender
- Age
- Appearance
- Product Type
- Location
- Voice-Over
- Conclusion
- Limitations
- Aim of the research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The study aims to analyze the portrayal of gender stereotypes in German television advertisements and compare them to findings on gender stereotypes in East Asian television advertisements.
- Gender Representation in German Television Advertisements
- Comparison with East Asian Television Advertisements
- The Role of Stereotypes in Media Representation
- Influence of Cultural Context on Gender Portrayals
- Analysis of Specific Attributes (Age, Appearance, Product Type, Location, Voice-Over)
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the study's focus on gender stereotypes in television advertisements, particularly in Germany. It explores the prevalence of stereotypes in perception and delves into gender stereotypes in general. The chapter discusses the evolving role of gender in society and examines existing studies on gender representation in television advertisements in Japan and the United States.
- Method: This chapter outlines the methodology used to collect and analyze data for the study. It details the criteria for selecting advertisements, including factors such as gender, age, appearance, product type, location, and voice-over. The chapter also describes the process of recording and analyzing the advertisements.
- Results: This chapter presents the findings of the study, highlighting patterns observed in the analyzed advertisements. It discusses the prevalence of certain genders, ages, appearances, product types, locations, and voice-over styles. The chapter provides a quantitative analysis of the observed trends.
- Discussion: This chapter analyzes the significance of the study's findings and explores their implications for understanding gender stereotypes in German television advertisements. It discusses the prevalence of traditional gender roles and analyzes the representation of different genders, ages, appearances, product types, locations, and voice-over styles.
Schlüsselwörter (Keywords)
This study focuses on the analysis of gender stereotypes in German television advertisements and compares them to findings in East Asia. The keywords that encapsulate the study's themes include: gender stereotypes, television advertisements, cultural context, gender representation, media analysis, comparative analysis, product placement, voice-over, visual representation, and portrayal of gender roles.
- Quote paper
- Sarah Heitz (Author), 2004, Comparison of Gender Stereotypes in German and East Asian Television Advertisements, Munich, GRIN Verlag, https://www.grin.com/document/308318
