Gender portrayal of Korean and Hong Kong children’s television commercials

Young Sook Moon, Kara Chan*

*Corresponding author for this work

Research output: Contribution to conferenceConference paperpeer-review

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This study examined gender portrayal in a sample of 345 television commercials broadcast in children’s programs in Korea and Hong Kong using content analysis. Cultural differences between Korea and Hong Kong suggest hypotheses about the gender portrayal in advertising. Literature suggests that Korean culture differs from Hong Kong culture on the dimension of Masculinity/Femininity proposed by Hofstede. So comparing Korea and Hong Kong children’s commercials provides a valid test of theory. Results of the study showed significant differences between the two countries in terms of product profile, presence of central characters, voice-over, setting and reward type. However, contrary to what is expected from the Hofstede’s framework, it was found that gender portrayal of central characters from Hong Kong was similar to that of Korea. Possible explanations include the emerging homogeneous youth market using a standardized advertising strategy, and the rising concern of women rights in Korea.
Original languageEnglish
Number of pages24
Publication statusPublished - Jul 2002
Event52nd Annual International Communication Association Conference, ICA 2002: Reconciliation Through Communication - Seoul, Korea, Republic of
Duration: 15 Jul 200219 Jul 2002


Conference52nd Annual International Communication Association Conference, ICA 2002
Country/TerritoryKorea, Republic of

User-Defined Keywords

  • ender portrayal
  • Korea
  • Hong Kong
  • children advertising


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