Original Article

Sex Roles

, Volume 57, Issue 3, pp 201-210

First online:

Sexual Content on Mainstream TV Advertising: A Cross-cultural Comparison

  • Amir HetsroniAffiliated withThe Department of Communication, Yezreel Valley College Email author 

Rent the article at a discount

Rent now

* Final gross prices may vary according to local VAT.

Get Access


A content analysis of 1,785 American ads and 1,467 Israeli ads maps the representation of sexual content on mainstream TV advertising in the two countries. This content appears in less than 5% of the advertisements. Most of it is mild and portrayed in the conservative context of an established relationship. Explicit material, socially discouraged practices, references to sexual responsibility and complete nudity are extremely rare. Israeli advertisements tend to present a higher share of sexual content than American ads, and male models are more likely to be partially nude than female models—but these differences are minor in extent.


Advertising Sexual content Television Cross-cultural Israel USA