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Log in through your institution. This study compares television advertisements from Japan, Russia, Sweden, and the United States are compared. Consistent with Hofstede's framework which suggests that countries may be characterized along a continuum from masculine to feminine, the authors found that television advertisements from feminine countries featured more depictions of relationships for male and female characters than did masculine countries.

Expectations of fewer gender differences in feminine countries than in masculine countries and of greater depictions of productivity being found in television advertisements from masculine countries were not realized, however. Implications of these findings for the international advertiser are considered, and future directions for research are suggested. As the premier journal devoted to the development of advertising theory and its relationship to practice, The Journal of Advertising serves as a public forum where ideas about advertising can be expressed and debated.

The journal covers all research related to the various types of advertising, giving special attention to research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research.

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Other topics of interest recently covered include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising. Request Permissions. Journal of Advertising. Cite this Item. Read and download Log in through your school or library. Purchase article.

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Unlimited access to purchased articles. Ability to save and export citations. Custom alerts when new content is added. Abstract This study compares television advertisements from Japan, Russia, Sweden, and the United States are compared. Journal Information As the premier journal devoted to the development of advertising theory and its relationship to practice, The Journal of Advertising serves as a public forum where ideas about advertising can be expressed and debated.

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