Gender roles in advertising: measuring and comparing gender stereotyping on public and private TV channels in Germany

This study discusses and provides a measure for the degree of stereotyping in advertisements. Applying this measure, the study shows to what degree gender stereotypes in advertising differ between public and private TV channels in Germany.

Gender roles in advertising: measuring and comparing gender stereotyping on public and private TV channels in Germany

Silke Knoll and Martin Eisend

European University Viadrina

Josefine Steinhagen

Deloitte & Touche GmbH

Introduction

The social role of women and men has changed in many western societies over the past few years. At the same time, advertisers still depict women and men in tradition-bound roles to promote their products. The pervasive use of television, and its potential to influence audiences' attitudes and perceptions, have led to growing criticism of marketers lacking sensitivity to reflect the changes in gender roles in...

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