Abstract
The extent of gender role stereotyping in French and English television advertising in Canada is compared to that previously found in the U.S. and in Mexico. Even after removing advertisements for clothing and personal and beauty products, the extent of role bias in Canada in 1989 is no better than that in the U.S. and in Mexico in 1984, although it is manifested in different ways.
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Pasold, P.W. (2015). Role Stereotypes in Television Advertisements. In: Dunlap, B. (eds) Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13254-9_69
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DOI: https://doi.org/10.1007/978-3-319-13254-9_69
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