Gender Role Stereotyping in Advertisements on Two British Radio Stations

Abstract

The portrayal of men and women in two differentsamples of British radio advertisements was examined. Itupdated an earlier British study (Furnham S credibility, role, location, arguments, reward,product, accent and narrator. On both radio stationswomen were significantly more likely to be portrayedpromoting products for self-enhancement and with bodily health and domestic products, and food.There was only one significant difference in portrayalbetween the two stations, suggesting somegeneralizability of these findings. The results arediscussed in terms of development and maintenance ofgender role stereotyping in different aspects of themedia.