Abstract
This study examines how Taiwanese commercials represent women and men, particularly men, in the family context as spouses and parents. A content analysis of prime-time commercials indicates that advertising representations of gender roles have made only slight and slow progress. Men are much less likely than women to be shown doing housework and taking care of children. When men are shown as nurturant fathers, their involvements with children are limited to playing with offspring.
Original language | English (US) |
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Pages (from-to) | 423-439 |
Number of pages | 17 |
Journal | Asian Journal of Communication |
Volume | 20 |
Issue number | 4 |
DOIs | |
State | Published - Dec 1 2010 |
Keywords
- Fatherhood
- Gender stereotype
- Male domesticity
ASJC Scopus subject areas
- Communication
- Education