Abstract
In this chapter, the author uses content analysis to examine the relationship between television commercial advertising and the messages that they send regarding gender stereotypes. Using a content analysis of over 300 commercials, she found that the messages and scenes depicted by commercials are consistent with the common stereotypes in society regarding gender and gender roles.
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Farris, N. (2014). The Proof is in the Pudding: Gender Specific Stereotypes in Television Advertisements. In: Farris, D., Davis, M., Compton, D. (eds) Illuminating How Identities, Stereotypes and Inequalities Matter through Gender Studies. Springer, Dordrecht. https://doi.org/10.1007/978-94-017-8718-5_6
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