Publications

Publication details [#49589]

Chan, Kara and Young Sook Moon. 2002. Gender portrayal in Hong Kong and Korean children's TV commercials: A cross-cultural comparison. Asian Journal of Communication 12 (2) : 100–119.
Publication type
Article in journal
Publication language
English
Place, Publisher
Routledge

Annotation

The findings of this analysis demonstrate that central character gender portrayal and gender stereotyping level was similar in Hong Kong and Korean children's television commercials. This could be accounted for by an emerging homogeneous youth market employing standardized advertising strategies, and by the increasing Korean concern for women's rights.