Gender stereotypes in Hong Kong primetime TV advertisements

Abstract

This study is a content analysis study examining the gender stereotypes in Hong Kong primetime TV advertisements. Apart from the family and the schools, the media is the tertiary socializing agents for teenagers to acquire gender roles. It aims to analyze the portrayal of male and female on commercial advertisements broadcasted on TVB Jade, the free and dominant TV channel in Hong Kong. The advertisements between 8:30 -10:30 p.m. every night in a week were videotaped and examined. This two-hour period is the prime time in TVB with the broadcasting of two popular TVB dramas. The study pays attention to the gender of central figures, its credibility, gender role and location as well as the association with specific products in the advertisements. The result is partly in line with the previous studies on television advertisements that gender stereotypes are discovered in the contemporary society.