The Influence of Culture on Portrayals of Women in Television Commercials: A Comparison Between the United States and Japan

Subir Sengupta

50 citations0/0 files storedInternational Journal of Advertising

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Media, Gender, and Advertising Gender, Feminism, and Media Cultural Differences and Values

Abstract

The present study attempts to examine the influence of culture on portrayals of women in advertising by examining television commercials from the United States and Japan. The two countries are similar in many respects but the norms regarding appropriate roles for women are quite different in the two cultures. Content analysis of television commercials showed that advertisements are to a large extent a reflection of society.

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References

1991Mass Media Research: An Introduction 1986The Distorted Mirror: Reflections on the Unintended Consequences of Advertising 1973The Cognitive Processes Mediating Acceptance of Advertising 1980Understanding Intercultural Communication 1983Women at work 1987Reflections of Culture: An Analysis of Japanese and American Advertising Appeals 1971A Woman's Place: An Analysis of the Roles Portrayed by Women in Magazine Advertisements 1983Sex stereotyping in advertising

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