"Research on women in print advertisements has shown that pictures of women's bodies and body parts ("body-isms") appear more often than pictures of men's bodies. Men's faces ("face-isms") are photographed more often than their bodies. This present study is the first to confirm this finding for television commercials. Results showed that men appear twice as often as women in beer commercials. The body-isms of women significantly outnumbered the body-isms of men. Women also appeared in swimwear more often than men, thus increasing the photo opportunities for body-isms. This study raises concerns about the dehuman&ing influence of these images in beer commercials, and their association with alcohol use and the violence in the televised sporting events during which beer commercials are frequently aired."
Quote Details
Added by wikiquote-import-bot
Unverified quote
0 likes
Original Language: English
Available Languages (1)
Sources
Hall, C. C. I., Crum, M. (1994). "Women and “body-isms” in television beer commercials", Sex Roles, 31, p. 329.
https://en.wikiquote.org/wiki/Media_and_gender
Revision History
No revisions have been submitted for this quote.
Categories
Media and gender
16 quotes on TrueQuotesView all quotes by Media and gender →
Related Quotes
"This year, according to statistics published by the advocacy group Women and Hollywood, women comprised just 27 perce…"
"At the same time, though, studio heads and producers have been relatively quick to welcome back actors, directors, an…"
"Women in quantitative fields risk being personally reduced to negative stereotypes that allege a sex-based math inabi…"
"Exposing participants to gender-stereotypic TV commercials designed to elicit the female stereotype, the present rese…"
"This study suggests that sex stereotypes implicitly enacted, but never explicitly articulated, in TV commercials may …"
"In the average American household, the television is turned "on" for almost seven hours each day, and the typical adu…"
"This study examined whether exposure to TV ads that portray women as sex objects causes increased body dissatisfactio…"
"Evidence indicates that viewing or expressing a preference for relationship-themed television genres is associated wi…"
"Sexism in media partly involves the portrayal of both men and women in ways that are consistent with prevailing stere…"
"Gerbner and his colleagues further propose that compared to light television viewers, heavy television viewers are mo…"