| Budget Amount *help |
¥4,030,000 (Direct Cost: ¥3,100,000、Indirect Cost: ¥930,000)
Fiscal Year 2013: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2012: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2011: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
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| Outline of Final Research Achievements |
This study’s objective is to examine the similarities and differences of gender roles, images of foreign countries, and family in Japanese, Chinese, Taiwanese, Korean, Thai, and Singaporean television commercials. The research methodology focuses on content analysis, and advertisements from 2011 to 2013 were collected, coded, and analyzed.
The results refute the conclusion that the roles of males and females in advertising correspond accurately to the construction of gender roles in reality. Conversely, advertisements seem to reflect an ideal image of gender roles in society. Moreover, this analysis also shows the differences of foreign images, and reveals three groups of advertising characteristics: 1) Domestic market orientation (China, Korea, and Japan); 2) Interrelation market orientation (Thailand and Taiwan); and 3) Diversity market orientation (Singapore). Furthermore, this result shows two different types of images of family in advertising between East and Southeast Asia.
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