What is it about?
The research objective is to examine the similarities and differences of gender and working roles in Japanese and Thai television commercials. The research methodology focuses on content analysis. Seven hundred and sixty advertisements shown during 2016 in Japan and Thailand were analyzed.
Photo by JESHOOTS.COM on Unsplash
Why is it important?
Although research on gender roles in advertisements is plentiful in the United States and western societies, our understanding of sex-role portrayals in an international context is limited because there are so few studies. Though it would seem that gender roles in Asia are also becoming less traditionally stereotypical, it has been difficult to confirm this as reflected in Asian advertising. In addition, there has never been any comparative research concerning gender roles in current television commercials between Japan and Thailand. Therefore, this paper compares gender roles in current television commercials between Japan and Thailand.
Read the Original
This page is a summary of: Gender and Working Roles in Television Commercials: A Comparison between Japanese and Thai Television Commercials, Manusya Journal of Humanities, April 2022, Brill,
You can read the full text:
The following have contributed to this page