Some ritual idioms of gender in British television advertising

J Elliott; A J Wootton

Some ritual idioms of gender in British television advertising

English and Related Literature

Research output: Contribution to journal › Article › peer-review

Abstract

The focus of this article is on portrayals of men and women in UK TV adverts, especially those for chocolate and related products. These ads were selected because they typically portray people engaged in a limited range of activities, and this permits more systematic comparison between them. Analysis focuses on forms of portrayal distinctive to either gender. Emphasis is placed on two findings - the portrayal of women as detachable from their local environments, and of men as foolish and incompetent. It is argued that these patterns are characteristic of TV ads more generally, and that they have possible connections with general cultural presuppositions concerning men and women.

Original language	English
Pages (from-to)	437-452
Number of pages	16
Journal	Sociological review
Volume	45
Issue number	3
Publication status	Published - Aug 1997

Keywords

ADVERTISEMENTS
EXTENSION

Cite this

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title = "Some ritual idioms of gender in British television advertising",

abstract = "The focus of this article is on portrayals of men and women in UK TV adverts, especially those for chocolate and related products. These ads were selected because they typically portray people engaged in a limited range of activities, and this permits more systematic comparison between them. Analysis focuses on forms of portrayal distinctive to either gender. Emphasis is placed on two findings - the portrayal of women as detachable from their local environments, and of men as foolish and incompetent. It is argued that these patterns are characteristic of TV ads more generally, and that they have possible connections with general cultural presuppositions concerning men and women.",

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AB - The focus of this article is on portrayals of men and women in UK TV adverts, especially those for chocolate and related products. These ads were selected because they typically portray people engaged in a limited range of activities, and this permits more systematic comparison between them. Analysis focuses on forms of portrayal distinctive to either gender. Emphasis is placed on two findings - the portrayal of women as detachable from their local environments, and of men as foolish and incompetent. It is argued that these patterns are characteristic of TV ads more generally, and that they have possible connections with general cultural presuppositions concerning men and women.

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