The influence of culture on portrayals of women in television commercials: a comparison between the United States and Japan

Article Abstract:

The effect of culture on portrayals of women in television advertisements is found to be similar in Japan and the US in many terms. Men are more likely to have working roles as high-level business executives and as blue-collar workers than women. In non-working roles, women tend to have a decorative role. However, the norms protecting the right roles for women are highly dissimilar in the two countries.

Social aspects, Women, Advertising, Culture, Women in advertising, Japanese advertising

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Orientations to TV advertising among adolescents & children in the US & Japan

Article Abstract:

This article present research on television advertising in the youth market, with a comparison of responses of Japanese and United States youth. Results indicate that amounts of television viewing ages, number of hours, parental influence, type of advertising, and likelihood of product purchase vary in the two countries.

United States, Japan, Radio, TV, publisher representatives, TV Advertising, Media Representatives, Advertising, not elsewhere classified, Other Services Related to Advertising, Advertising Research Services, Youth, Marketing industry, Market research services, Mass media, Advertising research, Television and children, Mass media and teenagers

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