The Portrayal of Men and Women in American Television Commercials

Summary The characteristics of adult male and female models in randomly selected television commercials were systematically coded, and several significant sex differences were discovered. More men than women are presented in television commercials, the basis for the credibility of those men and women who are presented differs as do their roles, their location, their arguments on behalf of a product, and the rewards they reap for using a product. These sex differences, which tend to portray women in a relatively unfavorable manner, are discussed in the context of research which suggests that peoples' sex-role behaviors and attitudes may be influenced by televised models.