Portrayal of Men and Women in U.S. Spanish-Language Television Commercials

Abstract

While numerous studies have analyzed women's portrayals in U.S. general market television as well as depiction of both sexes in several foreign countries, no data have been published regarding gender depictions targeted to the growing U.S. Hispanic market via Spanish-language television. A content analysis of 162 prime-time commercials from a Spanish-language television affiliate in a major U.S. market revealed depiction of women is most likely to be in traditional sex-stereotypical roles. In only a few cases was a male character cast as a parent or performer of household chores, and never as a homemaker. Some of the commercials appeared to be “re-treads” of general market creative edited for the Hispanic market.