| dc.description.abstract | This study is an assessment of the portrayal of women in television advertisements in Kenya.
Specifically the study was interested in establishing if advertisers in Kenyan television use
gender stereotypes in commercials. This was achieved by seeking to determine which type of
products and services that women are featured mostly in television commercials, whether
there are gender inequalities in regard to roles portrayed in the commercials and what type of
portrayal of women is most prevalent in television commercials. The study adopted a
descriptive research design. A code sheet was used to enter the data that was collected from
commercials aired at prime time on Citizen Television over a one month period (April 1
April 30
th
2013). The data was analyzed using descriptive statistics and presentation of the
findings was done in tabulated format. Findings indicated that women are portrayed
stereotypically in television advertisements in conformity with traditional gender stereotypes
more specifically as users of personal and household products, belonging to the home
settings, parents and spouses, passive users of products and services and as decorative and
sexual objects | en |
