The portrayal of sex rôles in South African television advertisements
The study comprised an analysis of the portrayal of sex rôles in South African television advertisements against the background of findings from similar studies in other societies. General results of these studies indicated a somewhat stereotyped and partly inferior social portrayal of women in adv...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-11-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/2165 |
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| _version_ | 1832593850269433856 |
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| author | Alta Oberholzer Gustav Puth Jan Myburgh |
| author_facet | Alta Oberholzer Gustav Puth Jan Myburgh |
| author_sort | Alta Oberholzer |
| collection | DOAJ |
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The study comprised an analysis of the portrayal of sex rôles in South African television advertisements against the background of findings from similar studies in other societies. General results of these studies indicated a somewhat stereotyped and partly inferior social portrayal of women in advertising. The results of the present study indicated a similar pattern of female advertising roles to those found in studies of other societies. Women were predominantly depicted in a housewife/mother role, which is contrary to actual female contributions in the field of human resources.
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| format | Article |
| id | doaj-art-3b09ec1e7e914f559c00faba9c0b8fc1 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-11-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-3b09ec1e7e914f559c00faba9c0b8fc12025-01-20T08:42:26ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-11-013110.36615/jcsa.v3i1.2165The portrayal of sex rôles in South African television advertisementsAlta Oberholzer0Gustav Puth1Jan Myburgh2University of the Free StateUniversity of the Free StateUniversity of the Free State The study comprised an analysis of the portrayal of sex rôles in South African television advertisements against the background of findings from similar studies in other societies. General results of these studies indicated a somewhat stereotyped and partly inferior social portrayal of women in advertising. The results of the present study indicated a similar pattern of female advertising roles to those found in studies of other societies. Women were predominantly depicted in a housewife/mother role, which is contrary to actual female contributions in the field of human resources. https://journals.uj.ac.za/index.php/jcsa/article/view/2165portrayal of sex rôlesSouth African television advertisementsstereotyped and partly inferiorwomen in advertisinghousewife/mother rolehuman resources |
| spellingShingle | Alta Oberholzer Gustav Puth Jan Myburgh The portrayal of sex rôles in South African television advertisements Communicare portrayal of sex rôles South African television advertisements stereotyped and partly inferior women in advertising housewife/mother role human resources |
| title | The portrayal of sex rôles in South African television advertisements |
| title_full | The portrayal of sex rôles in South African television advertisements |
| title_fullStr | The portrayal of sex rôles in South African television advertisements |
| title_full_unstemmed | The portrayal of sex rôles in South African television advertisements |
| title_short | The portrayal of sex rôles in South African television advertisements |
| title_sort | portrayal of sex roles in south african television advertisements |
| topic | portrayal of sex rôles South African television advertisements stereotyped and partly inferior women in advertising housewife/mother role human resources |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/2165 |
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