The present study examined the portrayal of men and women in a sample of Zimbabwean television advertisements. A sample of 110 advertisements was content analysed to catalogue the gender of the central figure, mode of presentation, credibility basis, role, location, age, argument, reward type, product type, background, and end comment. The main aim was to establish whether men and women were depicted differently in advertisements. Significant gender differences were present in all coding categories, except in the preferred gender of the central figure. Gender-role stereotyping was found to be stronger in Zimbabwean advertisements when compared with both Asian and British advertisements.
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