Sex Roles

, Volume 57, Issue 3, pp 201–210

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

Original Article

DOI: 10.1007/s11199-007-9247-8

Cite this article as:
Hetsroni, A. Sex Roles (2007) 57: 201. doi:10.1007/s11199-007-9247-8


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.


AdvertisingSexual contentTelevisionCross-culturalIsraelUSA

Copyright information

© Springer Science+Business Media, LLC 2007

Authors and Affiliations

  1. 1.The Department of CommunicationYezreel Valley CollegeCarmei YosefIsrael