Bound by apron strings: A study of the perpetuation of traditional gender role stereotypes in primetime television commercials

The intent of this study was to assess whether traditional gender role stereotypes were being used in primetime television commercials and thereby perpetuating the stereotypes through the available gender schemas offered to viewers. I examined the relationship between the gender of commercial characters and several indicators. I began with an analysis of the relationship between the gender of the representative and the traditional gender role characteristics. Next I examined the relationships between the gender of the characters, the types of products being represented, settings, and the use of voiceovers. Finally, I compared the results from the current study to previous studies. This study has found conclusively that traditional gender role stereotypes are used in television commercials and in some ways to an equal or greater extent as compared to the 1989 Lovdal study with the only exception being the strong advances toward equal gender voiceovers. As these traditional roles are reified through gender schemas there is a great disservice done to both women and men. It is worthwhile to continue to return to these same questions and use their answers to alter the messages portrayed within all mediums, and specifically through television commercials.