Previous studies of mass media in many countries have confirmed that images of women are stereotypical and unrealistic, particularly in television advertising. This study was designed to analyze the representation of gender roles in Korean television advertising and to compare the results with previous studies conducted in other countries. A sample of 878 Korean television advertisements from the MBC network in 2001 was content analyzed. Findings indicate that women in Korean television advertising were portrayed as young (48.2%), as dependent (37.5%), and as nurturing children (12.1%); they were often depicted in the home (37.2%). These stereotypical images of women have been found in television advertising in many countries. Korean society has changed a great deal in recent decades, but the images we analyzed do not reflect the current situation. Therefore, television commercials are a lagging social indicator of role changes.
A traditional approach to intensity scaling, using ratings on a 9‐point category scale was compared to a method that combined elements of ranking called Rank‐Rating. The latter method forced judges to retaste stimuli whose tastes they had forgotten and accordingly reduced discrimination errors, thus increasing ability to discriminate.
The range of scores elicited by a structured, an unstructured and a 'labelsonly' version of the 9-point hedonic scale were compared using consumersfrom USA, Japan and Korea. It was found that the unstructured scale elicited a wider range of scores for American and Japanese consumers. Afrer correction for hedonic ranges, it was found that Japanese had smaller ranges of scores on all three scales, although the effect was less pronounced for the unstructured scale. The Korean consumers were the exception. Their ranges were less than Americans but their ranges on the unstructured scale did not increase. The results were discussed in terms of the effects of inhibition of use of categories by the scale labels, effects of translation from the English, psychophysical style and order efsects.
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