Some Gender Stereotypes Persist in Filipino TV Ads: A Content Analytic Investigation of TV Advertising in 2010 and 2020

This study compares Philippine television advertisements in 2010 and 2020 to examine possible differences in gender representation. We conducted a content analysis of 254 primetime TV ads from 2010 and 226 from 2020 using established variables, including the gender of the primary character, setting, degree of dress, voiceover, and product category. In terms of differences between 2010 and 2020, men predominated in work settings and women in home settings in 2010, whereas no significant gender differences in settings were observed in 2020. However, men and women continued to be represented stereotypically across several other variables in both 2010 and 2020: Women were more often portrayed as scantily dressed, indicating their sexualization, men were used for voiceovers, reinforcing their role as the “voice of authority,” and cosmetics/toiletries were associated with female primary characters, showing the strong association between women and beauty. Exposure to such representations might affect audiences who learn from these depictions and reinforce existing stereotypes.