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For this project I am going to conduct my own content analysis research into gender representations and TV advertisements.

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Introduction

Gender Representations and John Elston TV Advertisements For this project I am going to conduct my own content analysis research into gender representations and TV advertisements. I am going to focus in on the assessment/analysis of either the work of Dominick and Rauch (1972). These earlier studies typically supported that the media did hold the traditionally stereotypical views that they had been associated with. Their results showed - * Women were 7 times more likely to appear in ads for personal hygiene products than to not appear at all. * 75% of all ads using females were for products for use in the kitchen or bathroom. ...read more.

Middle

From watching these advertisements I will record the following - * What the advert is promoting. * What gender the product is promoted by. * The gender of the Narrator. * Who the product is aimed at male or female I will also look out for women being portrayed in a stereotypical manner. I am watching adverts which appear on ITV1 between 7.30pm and 9.30pm. My full set of results are shown in the chart. If I was to compare my small set of results with that of Dominick and Rauch my results would be - * From the 3 Personal hygiene products adverts I had all featured women. ...read more.

Conclusion

My results are very similar to their results which could have some significance. However I have only conducted a very small content analysis compared with Dominick and Rauch. So it is important to remember that other factors could affect what is advertised on television. For example the time of day will effect what adverts are shown on TV, you will find that you will see more children aimed adverts on TV between 3pm and 5pm and more adult aimed adverts between 8pm and 10pm. What programme is being shown will also effect what advertisements are shown in the same way as the time. If given more time I could have taken a much more extensive amount of information and I feel that results would show results closer to the truth. ...read more.

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