Gender Role Portrayal in Television Advertisement: Evidence from Pakistan

Abstract

This study aims to observe the gender role portrayal in food and non-food television advertisement in Pakistan, in order to find out gender discrimination (if any) and association of gender with different content variables. Content analysis of selected TV commercials was used to fulfill the purpose of this study. Services of two independent coders (business graduates) were utilized to code content variables for a sample of 103 commercials (54 food and 49 non-food commercials). Based on the extant literature, seven content variables were selected for this study including: main product user, voiceover, primary character, end comment, soundtrack level, activity level and aggression level. The gender role portrayals in both food and non-food commercials have been compared and discussed. There exists gender discrimination in Pakistani television advertisement, where males dominate more. The reason behind this phenomenon is expected to lie in social and cultural values. This male dominance is higher in food advertisement as compared to non-food advertisement. Results also favor the association of male character with the relatively higher activity and aggression levels in television commercials. The findings of this study are supportive for key players in advertising industry like advertisers and advertising agencies, for self-regulation of their advertising campaigns with respect to gender role. However, more important implication for them is to know about the forces of traditional cultural values and preferences of target audience, for effective planning of the commercials and forecasting their impact. Such knowledge can provide them a better base to assess the need for self-regulation of their advertising campaigns, guiding them towards making more successful commercials. This study reflects the true picture of gender discrimination in Pakistani television advertisement. It has been concluded using a well defined methodology, provides original data for Pakistan and can be considered a good reference for further analysis.

Fueling Gender Stereotypes: A Content Analysis of Automobile Advertisements

“…For example, Childs and Maher (2003) examined gender roles in food advertising based on a sample of 41 television commercials. Later, based on a sample of 54 food and beverage advertisements, Ali et al (2012) compared stereotypes of gender in food and beverage advertisements with those in non-food advertisements. Rubie-Davies et al (2013) commented on gender stereotypy in particular categories of television commercials based on a sample of 48 and 57 alcohol and health/beauty advertisements, respectively.…”

“…Gender asymmetry is further apparent in the higher frequency of appearance of men and predominant male ad orientation (Sandhu, Mahajan, & Sharma, 2012). More often than not, the voice-overs, primary product users, and main characters are also male (Ali, Ali, Kumar, Hafeez, & Ghufran, 2012).…”

Impact of Gender Cues in Advertisements on Perceived Gender Identity Meanings of the Advertised Product

“…Early references to use of gender cues in advertisements can be found in the work of Kanungo and Pang (1973), Doolittle and Pepper (1975), Kanungo and Johar (1975), McArthur and Resko (1975), and Verna (1975). Since then, many studies have been conducted that document the overt and covert use of gender signals in advertisements (Ali, Ali, Kumar, Hafeez, & Ghufran, 2012; Harris & Stobart, 1986; Kaufman, 1999).…”

“…Similarly, a collection of female stereotyped objects, for example, cosmetics and utensils polarize the product as fit for women (Orenstein, 2011; Rutherford, 1994). High aggression and activity levels in the ad attract male consumers and vice versa (Ali et al, 2012; Browne, 1998). Last but not least, the advertiser’s claim that the activities typically associated with women, such as cleaning and shopping, can be performed more efficiently with the aid of the advertised product indicates an attempt to conflate the product with women and vice versa (Kaufman, 1999).…”

Effect of Cultural Distinctiveness and Perception of Digital Advertising Appeals on Online Purchase Intention of Clothing Brands: Moderation of Gender Egalitarianism

“…In Muslim markets such as Pakistan and Malaysia, it is imperious to acknowledge that some dichotomies between the reality and rhetoric of advertised depiction of the gender role may exist guided by egalitarianism norms and alter their attitude [18][19][20]. To this end, the representation of gender in digital advertising may result in different outcomes contingent on egalitarian norms of the market in question [21].…”