Sex-Role Portrayals in African Television Advertising

Laura M. Milner

29 citations0/0 files storedJournal of International Consumer Marketing

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Media, Gender, and Advertising Cultural Differences and Values Gender Roles and Identity Studies

Abstract

This study compares gender sex-role portrayals in television advertisements from Kenya Ghana and South Africa across Hofstede's masculinity dimension. The findings are not consistent with his framework suggesting there may be instances when utilizing his taxonomy is not appropriate for researchers and practitioners in the international sex-role portrayal area.

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1981Culture's Consequences: International Differences in Work-Related Values 1993Cultures and Organizations: Software of the Mind.1983Culture's Consequences: International Differences in Work-Related Values.1988The Confucius connection: From cultural roots to economic growth 1993Cultural constraints in management theories 1992Cultures and organizations: Software of the mind 1984Cultural dimensions in management and planning 2005Global marketing and advertising: understanding cultural paradoxes

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