TY  - JOUR
AB  - 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 cultureResearch 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.
VL  - 9
IS  - 4
SN  - 1747-3616
DO  - 10.1108/17473610810920506
UR  - https://doi.org/10.1108/17473610810920506
AU  - Furnham Adrian
AU  - Li Jessica
PY  - 2008
Y1  - 2008/01/01
TI  - Gender portrayal in food and beverage advertisements in Hong Kong: a content analytic study
T2  - Young Consumers
PB  - Emerald Group Publishing Limited
SP  - 297
EP  - 307
Y2  - 2024/04/25
ER  -