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.

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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.


As a result, this comparative content analysis suggests a possible reversal from traditional patterns in the literature. Though the proportion of working women in Thailand is higher than the proportion in Japan, the proportions of working women in Japanese and Thai television commercials are insignificantly different. Moreover, this research result reveals the new appearance of non-stereotypical gender images in terms of the type of gender and working roles in commercials in these two Asian nations. These research findings support the supposition of a decrease in gender stereotyping in advertisements and suggest progress in stereotyped portrayals in advertising.

Piya Pongsapitaksanti
Kyoto Sangyo Daigaku

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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,
DOI: 10.1163/26659077-24030005.
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