The Experts below are selected from a list of 276 Experts worldwide ranked by ideXlab platform
Yolanda Jordaan - One of the best experts on this subject based on the ideXlab platform.
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Rainbow nation, rainbow advertising? Racial diversity of female portrayals in South African Television Commercials
Gender and behaviour, 2016Co-Authors: Tania Maree, Yolanda JordaanAbstract:The paper examines female portrayals in South African Television Commercials, with a focus on roles and race. Advertising portrayals are generally considered reflective of the gender and racial diversity of a nation; and should therefore represent the target audience. In a country that features historical racial inequalities, the realignment of proportional racial representation is important. The study content analysed 245 unduplicated Television Commercials that featured women. Women were most frequently portrayed as product users; and they featured most often in personal care-product advertising. Contrary to the social diversity of the people of South Africa, the racial representation in the analysed Commercials was over-representative in terms of the minority White racial group. Advertisers need to realign the representation of the different racial groups in Television Commercials, since a large and lucrative market segment could well be alienated by the current misrepresentation of racial diversity in these Commercials. Keywords: Commercials, race, roles, Television, women
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Rainbow nation, rainbow advertising? Racial diversity of female portrayals in South African Television Commercials
Gender and behaviour, 2016Co-Authors: Tania Maree, Yolanda JordaanAbstract:The paper examines female portrayals in South African Television Commercials, with a focus on roles and race. Advertising portrayals are generally considered reflective of the gender and racial diversity of a nation; and should therefore represent the target audience. In a country that features historical racial inequalities, the realignment of proportional racial representation is important. The study content analysed 245 unduplicated Television Commercials that featured women. Women were most frequently portrayed as product users; and they featured most often in personal care-product advertising. Contrary to the social diversity of the people of South Africa, the racial representation in the analysed Commercials was over-representative in terms of the minority White racial group. Advertisers need to realign the representation of the different racial groups in Television Commercials, since a large and lucrative market segment could well be alienated by the current misrepresentation of racial diversity in these Commercials.
Tania Maree - One of the best experts on this subject based on the ideXlab platform.
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Rainbow nation, rainbow advertising? Racial diversity of female portrayals in South African Television Commercials
Gender and behaviour, 2016Co-Authors: Tania Maree, Yolanda JordaanAbstract:The paper examines female portrayals in South African Television Commercials, with a focus on roles and race. Advertising portrayals are generally considered reflective of the gender and racial diversity of a nation; and should therefore represent the target audience. In a country that features historical racial inequalities, the realignment of proportional racial representation is important. The study content analysed 245 unduplicated Television Commercials that featured women. Women were most frequently portrayed as product users; and they featured most often in personal care-product advertising. Contrary to the social diversity of the people of South Africa, the racial representation in the analysed Commercials was over-representative in terms of the minority White racial group. Advertisers need to realign the representation of the different racial groups in Television Commercials, since a large and lucrative market segment could well be alienated by the current misrepresentation of racial diversity in these Commercials. Keywords: Commercials, race, roles, Television, women
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Rainbow nation, rainbow advertising? Racial diversity of female portrayals in South African Television Commercials
Gender and behaviour, 2016Co-Authors: Tania Maree, Yolanda JordaanAbstract:The paper examines female portrayals in South African Television Commercials, with a focus on roles and race. Advertising portrayals are generally considered reflective of the gender and racial diversity of a nation; and should therefore represent the target audience. In a country that features historical racial inequalities, the realignment of proportional racial representation is important. The study content analysed 245 unduplicated Television Commercials that featured women. Women were most frequently portrayed as product users; and they featured most often in personal care-product advertising. Contrary to the social diversity of the people of South Africa, the racial representation in the analysed Commercials was over-representative in terms of the minority White racial group. Advertisers need to realign the representation of the different racial groups in Television Commercials, since a large and lucrative market segment could well be alienated by the current misrepresentation of racial diversity in these Commercials.
Kay M. Palan - One of the best experts on this subject based on the ideXlab platform.
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Agentic and Communal: Multinational Analysis of Gender Portrayal in Children's Television Commercials
Journal of Current Issues & Research in Advertising, 2013Co-Authors: Aysen Bakir, Kay M. PalanAbstract:Television Commercials reflect societal beliefs and norms regarding gender role orientation through ad characters' gender role portrayals. Advertisers and marketers who target global customers must be sensitive to societal differences with respect to gender role portrayal in advertising. This study examines similarities and differences in gender role portrayal in children's Television advertisements. Television Commercials from three countries are content analyzed with particular focus on gender role portrayals. The gender role portrayals are analyzed based on the use of specific dimensions of agentic and communal orientations that differentiate between masculine and feminine behavior. Agentic dimensions such as aggressiveness and independence were present in Commercials in all three countries; however, the frequency with which these agentic dimensions were observed varied significantly. Similarly, communal attributes were also observed among all three countries, but significant differences in frequency w...
Hong Cheng - One of the best experts on this subject based on the ideXlab platform.
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toward an understanding of cultural values manifest in advertising a content analysis of chinese Television Commercials in 1990 and 1995
Journalism & Mass Communication Quarterly, 1997Co-Authors: Hong ChengAbstract:Based on Richard Pollay's concept that advertising is a “distorted mirror,” the author analyzed the content of 483 Chinese Television Commercials in 1990 and 1995. Results show that “modernity,” “t...
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Cultural values reflected in Chinese and U.S. Television Commercials
Journal of Advertising Research, 1996Co-Authors: Hong Cheng, John C. SchweitzerAbstract:In this article, we have content analyzed 1,105 PRC and U.S. Television Commercials and identified eight cultural values that dominate either Chinese or U.S. Television advertising. While U.S. Commercials tend to use both symbolic and utilitarian values, Chinese Commercials resort more often to symbolic ones. Our findings indicate that the current Chinese advertising is a“ melting pot” of Eastern and Western cultural values and a“ doubledistorted mirror” that reflects advertising's commercial nature with a strong tendency to fit into the“ idiosyncratic” social reality in China. The openness of the “melting pot” and the closing tendency in th“e double-distorted mirror” have significant implications for advertising professionals as well as researchers. We also found that cultural values depicted in Chinese Television Commercials have-much to do with product categories and product origins. Commercials for imported products are currently the pacesetter for Western cultural values conveyed in Chinese Television advertising, followed by Commercials for joint- venturep roducts. "
John C. Schweitzer - One of the best experts on this subject based on the ideXlab platform.
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Cultural values reflected in Chinese and U.S. Television Commercials
Journal of Advertising Research, 1996Co-Authors: Hong Cheng, John C. SchweitzerAbstract:In this article, we have content analyzed 1,105 PRC and U.S. Television Commercials and identified eight cultural values that dominate either Chinese or U.S. Television advertising. While U.S. Commercials tend to use both symbolic and utilitarian values, Chinese Commercials resort more often to symbolic ones. Our findings indicate that the current Chinese advertising is a“ melting pot” of Eastern and Western cultural values and a“ doubledistorted mirror” that reflects advertising's commercial nature with a strong tendency to fit into the“ idiosyncratic” social reality in China. The openness of the “melting pot” and the closing tendency in th“e double-distorted mirror” have significant implications for advertising professionals as well as researchers. We also found that cultural values depicted in Chinese Television Commercials have-much to do with product categories and product origins. Commercials for imported products are currently the pacesetter for Western cultural values conveyed in Chinese Television advertising, followed by Commercials for joint- venturep roducts. "
