The representation of women, the elderly and minorities in Canadian television commercials
Abstract: 

Performed a content analysis on 1,733 TV commercials shown on 3 Canadian TV networks during an 8-wk period in the spring of 1983. Data were coded in terms of voice-overs, central characters, product type, locale, and the appearance of elderly and visible minority characters. Results indicate that men accounted for over 88% of voice-overs. For those commercials having an identifiable central character, 35% were female. Of these, 54% were supported by a male voice-over. Fewer than 2% of all commercials included elderly people as central characters, and elderly males outnumbered elderly females by a ratio of 2 to 1. Visible minorities were shown in fewer than 4% of all commercials. When present, they were usually males playing secondary roles. A comparison of the present findings with previous research suggests that little has changed in the representation of women in the last 10 yrs. Data are discussed in the context of TV's potential role as an influencer of behaviors and attitudes. (French abstract) (37 ref)

Author(s): 
Moore, Timothy E.
Cadeau, Leslie
Item Type: 
Journal Article
Publication Title: 
Canadian Journal of Behavioural Science/Revue canadienne des sciences du comportement
Publication Date: 
1985
Publication Year: 
1985
Pages: 
215-225
Volume: 
17
Issue: 
3
ISSN: 
1879-2669(Electronic);0008-400X(Print)
DOI: 
10.1037/h0080148
Library Catalog: 
APA PsycNET

Turabian/Chicago Citation

Timothy E. Moore and Leslie Cadeau. 1985. "The representation of women, the elderly and minorities in Canadian television commercials." Canadian Journal of Behavioural Science/Revue canadienne des sciences du comportement 17: 3: 215-225. 10.1037/h0080148.

Wikipedia Citation

<ref> {{Cite journal | doi = 10.1037/h0080148 | issn = 1879-2669(Electronic);0008-400X(Print) | volume = 17 | pages = 215-225 | last = Moore | first = Timothy E. | coauthors = Cadeau, Leslie | title = The representation of women, the elderly and minorities in Canadian television commercials | journal = Canadian Journal of Behavioural Science/Revue canadienne des sciences du comportement | date = 1985 | pmid = | pmc = }} </ref>