Gender portrayal in food and beverage advertisements in Hong Kong: a content analytic study

Abstract

Purpose

The purpose of this paper is to examine gender portrayal in food and beverage advertisements in Hong Kong.

Design/methodology/approach

A total of 45 commercials produced locally in Hong Kong and 45 commercials produced in a Western country were separately coded for ten content categories: time of day, age, mode of presentation, credibility‐basis, role, location, argument, reward type, background and end‐comment..

Findings

Gender‐role effects were non‐significant in a majority of the content categories contrary to findings in other research in this area. This finding is discussed in the context of the changes in Hong Kong culture

Research limitations/implications

Sampling was limited to broadcast recording on TVB Jade in December 2007.

Practical implications

The absence of gender based content in food and beverage advertising should inform marketing practice in a SE Asian context.

Originality/value

This paper modifies a well‐established research procedure and analyses food and beverage advertising in Hong King. This has not been done before.

Citation

Furnham, A. and Li, J. (2008), "Gender portrayal in food and beverage advertisements in Hong Kong: a content analytic study", Young Consumers, Vol. 9 No. 4, pp. 297-307. https://doi.org/10.1108/17473610810920506