Purpose – The study which this paper documents aimed to test nine hypotheses through the use of content analysis of gender stereotypes within the advertising of educational/non‐educational children's games. Design/methodology/approach – A total of 130 UK adverts, fitting the time period of...

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...