Examination of Gender-role Portrayals in Television Advertising across Seven Countries

Hye Jin Paek, Michelle R. Nelson, Alexandra M. Vilela

Research output: Contribution to journalArticlepeer-review


This study examined the roles of cultural (Hofstede's Masculinity value dimension-i. e., Gender of Nations), country-level (Gender-related Development Index), and execution-level (product type or gender of the typical user) factors in understanding gender-role portrayals in television advertising. Using content analysis methodology, we compared the gender and occupation of the prominent character and the gender of the voice-over across 2,608 television commercials in Brazil, Canada, China, Germany, South Korea, Thailand, and the United States. Results of regression analyses revealed that cultural and country factors predicted the gender of the voice-over only whereas product type consistently conformed with the gender of the prominent character. Overall, males were featured in prominent visual and auditory roles, while females were still portrayed in stereotypical ways.

Original languageEnglish (US)
Pages (from-to)192-207
Number of pages16
JournalSex Roles
Issue number3
StatePublished - Feb 2011


  • Advertising
  • Cross-cultural research
  • Gender-related Development Index (GDI)
  • Gender-role portrayals
  • Masculinity (MAS) cultural value dimension

ASJC Scopus subject areas

  • Gender Studies
  • Social Psychology
  • Developmental and Educational Psychology


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