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The present study aimed to examine the portrayal of men and women in television advertisements in two different television channels (English and Chinese medium) in Hong Kong. The study involved a content-analysis of how men and women are portrayed on television using the well-used coding scheme. The Chinese channel had significantly more gender stereotypic adverts compared to the English channel (6 out of 10 attributes compared to only 2 out of 10 attributes). Results were compared to previous studies done in Asia as well as in the rest of the world.
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Furnham et al. (2003) studied this question.
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