Film and Media Studies Commons^™

The Unrecognized Problem: An Analysis Of Masculinity Stereotypes In Advertising Across Six Channels, Darcy Semmler

Honors Thesis

Because advertising relies on simplifications to get messages across more quickly, gendered stereotypes are prevalent in advertising media messages, and have been well- researched for their content and effects. Researchers have been more critical of the messages that perpetuate stereotypes involving women, but have focused less on the stereotypes men must face. This thesis uses content analysis to examine commercials on six channels for the frequency of male or female voiceovers and the frequency in which men and women appear in commercial advertisements. The analysis also investigates the masculinity stereotypes present in the commercials in comparison to neutral or gender- …