A longitudinal content analysis of gender role portrayal in Belgian television advertising

Abstract

This study explores gender role portrayal in advertisements broadcasted on Belgian commercial television. We gathered a sample of 493 commercials (featuring 907 characters) randomly selected out of two periods (January 2002–April 2003, n = 250 and January 2009–April 2010, n = 243) from a database containing all advertisements broadcasted on Belgian commercial television. A content analysis was carried out using a coding scheme based on existing literature. Content categories included gender of the characters, gender roles (i.e. parental, housekeeping and professional expert) and sexual objectification. Hypotheses predicted that men and women would be represented differently in television advertising, and that these differences would reflect traditional gender stereotypes. Moreover, due to regulatory changes, we hypothesize that these differences should decrease over time. Results are largely in accordance with the existing literature. Women tend to be depicted as younger and are portrayed more often within dependent roles as caregiving parent, housewife or as sexual objects than men. A longitudinal analysis of role portrayal changes across two periods within and between genders indicates little change in gender role portrayals in Belgian television advertising between 2002–2003 and 2009–2010. Despite social and regulatory changes, gender stereotypes in advertising seem to persist over time.

Keywords::

• gender roles
• stereotyping
• advertising
• television
• longitudinal
• content analysis

Additional information

Notes on contributors

Yann Verhellen

Yann Verhellen (M.S., Ghent University) is a researcher and Ph.D. candidate at the University of Antwerp, Faculty of Applied Economics, Marketing Department. His research interests focus on the effectiveness of hybrid advertising techniques in entertainment media. He published his work in the Journal of Electronic Commerce Research and Advances in Advertising Research and presented his research at the International Conference of Research in Advertising and the European Marketing Academy conference.Nathalie Dens (Ph.D., University of Antwerp) is assistant professor of marketing at the University of Antwerp, Faculty of Applied Economics, Marketing Department. Her research focuses on advertising effectiveness for different communication formats and branding strategies. She has published in journals such as Accident Analysis & Prevention, Health Communication, International Journal of Advertising, Journal of Business Research, Journal of Interactive Marketing, Journal of Marketing Communications, Marketing Letters and Sex Roles: A Journal of Research. She reviews for several journals and is a member of the editorial board of the International Journal of Advertising and Journal of Business Research.Patrick de Pelsmacker (Ph.D., Ghent University) is full professor of marketing at the University of Antwerp and at Ghent University. His research interests include advertising effectiveness, advertising in new media, branding and ethical marketing. His research has been published in, amongst others, International Journal of Research in Marketing, Journal of Advertising, International Journal of Advertising, Psychology & Marketing, Marketing Letters, Journal of Business Research, Journal of Business Ethics, Journal of Consumer Affairs, Cyberpsychology & Behavior. He is an associate editor of the Journal of Advertising, and he is on the editorial board of International Journal of Advertising and Journal of Public Policy and Marketing.