Character Portrayals and Values in Network TV Commercials |
Common terms and phrases
advertising appeared Appendix auto character portrayals characters shown children's programs cials cleaners coded coders commer concerns content analysis Crosstab analysis effects expert power female characters female hygiene females shown Figure findings Frequency distribution Gerbner happiness Hispanic homemakers human voices husbands hygiene ads hygiene and beauty included instrumental values KEY Col male characters male hygiene males and females managerial medicines mercials mothers occupational categories occupational roles overall percentage portrayed product by sex product representatives product type professional program type public service announcements race ratio relationships retail RETAIL MEDIA Rokeach sample seek expertise SEEKS APPROVAL sex of character sex role portrayals sexy Sitcom smart social recognition SODA sports/entertainment spouse stereotypes stressed Sunday Table television content terminal values TOTAL TV commercials type of product U. S. Census data underrepresented value present variables voiceovers weekday women X PROGRAM X