Stereotyped Attitudes

Publication Title: 
Canadian Journal of Behavioural Science/Revue canadienne des sciences du comportement

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.

Author(s): 
Moore, Timothy E.
Cadeau, Leslie
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