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Violence in mainstream TV advertising: A comparison of the representation of physical aggression in American and Israeli commercials
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Amir Hetsroni
Published/Copyright:
March 10, 2010
Abstract
A content analysis of 1,785 American ads and 1,467 Israeli ads maps the representation of violence in mainstream TV advertising in the two countries, finding violence present in 2.5% of the American commercials and in 1.5% of the Israeli commercials. The most frequently depicted conduct in the two countries is bare-handed assault. Sexual violence is not presented at all. A humorous mode of presentation is more frequent than a serious tone. The results are discussed from inter-cultural and intra-cultural perspectives, taking regulation factors and public opinion implications into account.
Keywords:: Television; Violence; Advertising; USA; Israel; Pluralistic Media Ignorance; Drench Hypothesis
Published Online: 2010-03-10
Published in Print: 2010-March
© 2010 Walter de Gruyter GmbH & Co. KG, Berlin/New York
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Keywords for this article
Television;
Violence;
Advertising;
USA; Israel; Pluralistic Media Ignorance;
Drench Hypothesis
Articles in the same Issue
- Portrayals of older adults in UK magazine advertisements: Relevance of target audience
- Violence in mainstream TV advertising: A comparison of the representation of physical aggression in American and Israeli commercials
- The citizen audience and European transcultural public spheres: Exploring civic engagement in European political communication
- Effects of domestic media use on European integration
- The Effects of Cultural Adaptation in Fundraising Letters: The Case of Help-Self and Help-Others Appeals in a Feminine Culture
- Book reviews
