This thesis examines the relationship between males and females, and the content of television commercials, by suggesting three things. It suggests that men and women will be shown in traditional American gender roles, and these gender roles will be different for each sex. Secondly it suggests that women will be shown with more frequency than men will be in the television commercials. Lastly it suggests that women will be shown as adhering to the ideal body image, while men will not. This will be done by using a content analysis methodology. The television commercials, totaling 587, were recorded, coded, and analyzed. The commercials were analyzed using the variables of characters, primary visual character, role, appearance, product, setting, primary narrator, and relationship, in order to determine the content of the commercials. Significance levels were determined using chi-square and gamma. Results showed that there is a significant relationship between television commercials content, and the portrayal of males and females. Future research is suggested, that will focus on the effects of television commercials content, on males and females.


Hurst, Charles


Sociology and Anthropology

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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