A gender portrayal of children’s television commercials in mainland China

This study examined gender-role and gender-trait portrayal of television commercials in children’s programs in China using content analysis. Altogether 139 unduplicated commercials broadcast on the Central China Television (CCTV) channel and three regional television channels in 2002 were coded. Results show that males dominated the voice-overs. Males were more likely to be portrayed in independent roles while females were more likely to be portrayed in relationship roles. Males were more often featured in active, aggressive and anti-social activities while females were more often featured in inactive, dependent, and caring/sharing activities. Commercials targeted at both children and adults were more gender stereotyped than those only targeted at adults. Gender stereotypes in children’s television commercials were attributed to traditional paternal cultural values and higher moral expectation for females.