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Deutsches Institut für Japanstudien
6. July 2017

Gender Representations in East Asian Television Advertisements: Hong Kong, Japan, and South Korea

Gender representations in television advertisements have been a subject of academic research for many years. However, comparatively few studies have looked into television advertisements’ gender representations in societies with a Confucian legacy, particularly from a comparative perspective. This study compares the representation of men and women in 1,694 television advertisements from Hong Kong, Japan, and South Korea. It uncovers stereotypical gender representations related to age, clothing/nudity, work, authority, and beauty. Overall, gender representations were highly stereotypical in all three cultures, which may be due to a shared common cultural background based on Confucianism. In terms of the degree of gender stereotyping, Hong Kong was more gender-egalitarian than Japan and South Korea; this finding is consistent with results from some international gender indices indicating that Hong Kong is more gender egalitarian than Japan and South Korea. Finally, this talk discusses the possible effects of stereotypical gender representations on audiences.