Gender portrayal in Hong Kong and Korean children's TV commercials: A cross‐cultural comparison

Young Sook Moon, Kara K W CHAN

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)
3 Downloads (Pure)

Abstract

This study examined gender portrayal in a sample of 345 television commercials broadcast during children's programmes in Hong Kong and Korea using content analysis. Literature suggests that Hong Kong culture differs from Korean culture on the dimension of Masculinity/Femininity proposed by Hofstede. The differences between the two countries provide a valid test of theory, and suggest hypotheses about the gender portrayal in children's advertising. The results of the study showed, contrary to expectations from Hofstede's framework, that the gender portrayal of central characters and the level of gender stereotyping in Hong Kong commercials was similar to those of Korean commercials. Possible explanations include the emerging homogeneous youth market using a standardized advertising strategy, and the rising concern for women's rights in Korea.

Original languageEnglish
Pages (from-to)100-119
Number of pages20
JournalAsian Journal of Communication
Volume12
Issue number2
DOIs
Publication statusPublished - 2002

Scopus Subject Areas

  • Communication
  • Education

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