Nudity of Male and Female Characters in Television Advertising Across 13 Countries

Autor(en)

Jörg Matthes, Michael Prieler

Abstrakt

There is a lack of comparative research on nudity in television advertising. Building on cross-cultural theory, we examined countries' gender indices and preclearance policies as predictors of nudity. We also tested the influence of a main actors' gender and age, as well as the role of product categories. We sampledN= 1,755 TV ads from 13 countries and found that the main characters' nudity was higher for women compared with men, less likely with increasing age, and occurred more often for congruent than incongruent products. Multilevel analyses showed that nudity was independent of a country's gender indices and preclearance policy.

Organisation(en)

Institut für Publizistik- und Kommunikationswissenschaft

Externe Organisation(en)

Hallym University

Journal

Journalism & Mass Communication Quarterly

Band

97

Seiten

1101-1122

Anzahl der Seiten

22

ISSN

1077-6990

DOI

https://doi.org/10.1177/1077699020925450

Publikationsdatum

2020

Peer-reviewed

Ja

ÖFOS 2012

508007 Kommunikationswissenschaft, 508014 Publizistik

Schlagwörter

ASJC Scopus Sachgebiete

Communication

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/58d59d24-3d86-4493-9040-37ed622ed886