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Co-Constructions of Gender and Ethnicity in New Zealand Television Advertising

“…On this basis, H2 was supported, as White men comprised 69.6% (n = 48) of main product representatives in this category, X 2 (1, N = 69) = 28.75, p<.0001. This is consistent with the findings of Ganahl et al (2003) and Gattung (1984).…”

“…Summarising key findings from comparable studies across five continents, Furnham and Mak (1999) noted that while male characters have traditionally outnumbered female characters in television advertising, women are now more evident in key visual roles and there is currently some inconsistency in the international research on this issue (Das, 2011). However, women remain concentrated in product categories relating to the home, food preparation, personal care and the body, while men are more often seen in advertisements for financial products (Ganahl, Prinsen & Netzley, 2003, US) and non-domestic products, particularly those related to automobiles and sports (Bartsch et al, 2000;Ganahl et. al, 2003;Nassif & Gunter, 2008).…”

“…H2: White men will be over-represented as sole product representatives in advertisements for financial/corporate/legal services (following Ganahl, Prinsen & Netzley, 2003;Gattung, 1984). H2 will be tested by comparing the number of White men depicted in this product category with figures for all other gender/ethnic groups combined, using expected frequencies based on the overall proportion of White men versus all other groups (see Table 2).…”

Gender Representation of Older People in Japanese Television Advertisements

“…This finding was true in North America (Atkins et al 1990(Atkins et al /1991Dominick and Rauch 1972;Ferrante et al 1988;Fullerton and Kendrick 2000;Ganahl et al 2003;Gilly 1988;Harris and Feinberg 1977;Hiemstra et al 1983;Lee et al 2007;Milner and Collins 2000;Roy and Harwood 1997;Schneider and Schneider 1979;Zimmerman 2001), in Europe (Furnham and Farragher 2000 for Great Britain;Milner and Collins 2000;Neto and Pinto 1998;Simcock and Sudbury 2006;Uray and Burnaz 2003), in Asia Lee et al 2006;Milner and Collins 2000;Ong and Chang 2009;Siu and Au 1997), and in Australia (Gilly 1988;Milner and Higgs 2004). The same trend was also reported in a Japanese context (Prieler et al 2009;Yamanaka 2000), but exceptions were found in Anglophone countries (Furnham and Bitar 1993;Furnham and Farragher 2000 for New Zealand; Stern and Mastro 2004;Swayne and Greco 1987), and in Spain (VallsFernandez and Martinez-Vicente 2007).…”

“…However, the majority of studies reported that older people were underrepresented in comparison with demographic reality (Langmeyer 1993-USA;Lee et al 2006-South Korea;Ong and Chang 2009-South Korea and Malaysia;Roy and Harwood 1997-USA;Tupper 1995-USA). This was especially the case for older females (in the USA: Atkins et al 1990/91;Ganahl et al 2003;Lee et al 2007;Schneider and Schneider 1979;Zimmerman 2001;in Australia: Higgs and Milner 2006;Milner and Higgs 2004).…”