Abstract In the present study we investigated the role of channel characteristics with regard to gender role portrayals in television advertisements. Drawing on cultivation theory and social cognitive theory, we investigated six key variables in this line of research. We sampled a total of N = 1022 advertisements from four Austrian television channels: a public service channel, a commercial channel, and one commercial special interest channel for men and for women, respectively. Our results replicate well-known stereotypic gender role portrayals prevalent in television advertisements. The public service channel and the private channel did not differentiate from each other with regards to gender stereotyping. We found that a channel with a female target group aired advertisements containing the same or even amplified stereotypes compared to a male channel. The potential negative effects of stereotypic gender role portrayals in television advertisements are discussed.

中文翻译：

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电视广告中的性别角色刻画：频道特征重要吗？

摘要在本研究中，我们调查了频道特征在电视广告中的性别角色刻画中的作用。利用培养理论和社会认知理论，我们研究了该研究领域中的六个关键变量。我们从四个奥地利电视频道中总共采样了N = 1022个广告：一个公共服务频道，一个商业频道和一个针对男性和女性的商业特殊兴趣频道。我们的结果复制了电视广告中普遍存在的众所周知的刻板印象的性别角色刻画。在性别陈规定型观念方面，公共服务渠道和私人渠道没有区别。我们发现，与男性频道相比，带有女性目标群体的频道播出的广告包含相同甚至放大的刻板印象。讨论了刻板印象性别角色刻画在电视广告中的潜在负面影响。