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Howard Journal of Communications Volume 8, 1997 - Issue 3: Fromation of Gender and Ethnicity
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Original Articles

Beefcake versus cheesecake in the 1990s: Sexist portrayals of both genders in television commercials

Carolyn A. Lin Department of Communication, Cleveland State University, Cleveland, Ohio, 44115 E-mail: [email protected]
Pages 237-249 | Published online: 27 Feb 2009

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Harsha Gangadharbatla & Deepti Khedekar. (2021) The Role of Gender Ideology in Consumers’ Reception of Ads Featuring Stay-at-home Dads. Journal of Current Issues & Research in Advertising 42:1, pages 49-61.
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Mark A. Flynn, David Morin, Sung-Yeon Park & Alexandru Stana. (2015) “Let's Get This Party Started!”: An Analysis of Health Risk Behavior on MTV Reality Television Shows. Journal of Health Communication 20:12, pages 1382-1390.
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Kendra Fowler & Veronica Thomas. (2015) A content analysis of male roles in television advertising: Do traditional roles still hold?. Journal of Marketing Communications 21:5, pages 356-371.
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Tien-Tsung Lee & Gary R. Hicks. (2011) An Analysis of Factors Affecting Attitudes Toward Same-Sex Marriage: Do the Media Matter?. Journal of Homosexuality 58:10, pages 1391-1408.
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Linda Hatch. (2011) The American Psychological Association Task Force on the Sexualization of Girls: A Review, Update and Commentary. Sexual Addiction & Compulsivity 18:4, pages 195-211.
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Elizabeth Monk-Turner, Kristy Wren, Leanne McGill, Chris Matthiae, Stephan Brown & Derrick Brooks. (2008) Who is gazing at whom? A look at how sex is used in magazine advertisements. Journal of Gender Studies 17:3, pages 201-209.
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Susannah R. Stern & Dana E. Mastro. (2004) Gender Portrayals Across the Life Span: A Content Analytic Look at Broadcast Commercials. Mass Communication and Society 7:2, pages 215-236.
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JamesW. Chesebro & Koji Fuse. (2001) The development of a perceived masculinity scale. Communication Quarterly 49:3, pages 203-278.
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Articles from other publishers (10)

Ivone Ferreira, Paula Lobo & Melissa Pio. (2021) Representações de género na publicidade durante a primeira vaga da pandemia de COVID-19 em PortugalGender representations in advertising during the first wave of the COVID-19 pandemic in Portugal. Comunicação pública:Vol.16 nº 30.
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Shira Chess, Nathaniel J. Evans & Joyya JaDawn Baines. (2016) What Does a Gamer Look Like? Video Games, Advertising, and Diversity. Television & New Media 18:1, pages 37-57.
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Analisa Arroyo & Kristin K. Andersen. (2015) The Relationship between Mother-Daughter Self-Objectification: Identifying Direct, Indirect, and Conditional Direct Effects. Sex Roles 74:5-6, pages 231-241.
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Christopher Campbell, Ashwini Mallappa, Amy B. Wisniewski & Jane F. Silovsky. 2013. Handbook of Child and Adolescent Sexuality. Handbook of Child and Adolescent Sexuality 145 170 .
Claudia A. Barriga, Michael A. Shapiro & Rayna Jhaveri. (2008) Media Context, Female Body Size and Perceived Realism. Sex Roles 60:1-2, pages 128-141.
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Amir Hetsroni. (2007) Sexual Content on Mainstream TV Advertising: A Cross-cultural Comparison. Sex Roles 57:3-4, pages 201-210.
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L. Monique Ward, Ann Merriwether & Allison Caruthers. (2006) Breasts Are for Men: Media, Masculinity Ideologies, and Men’s Beliefs About Women’s Bodies. Sex Roles.
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. 2005. The Psychology of Media and Politics. The Psychology of Media and Politics 257 285 .
Werner Wirth & Michael Lübkemann. 2004. Fernsehwerbung — quo vadis?. Fernsehwerbung — quo vadis? 71 96 .
. 1999. Television. Television 311 369 .

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