@article{oai:teapot.lib.ocha.ac.jp:00037882,
 author = {坂元, 章 and SAKAMOTO, Akira and 鬼頭, 真澄 and KITOU, Masumi and 高比良, 美詠子 and TAKAHARA, Mieko and 足立, にれか and ADACHI, Nireka},
 journal = {ジェンダー研究 : お茶の水女子大学ジェンダー研究センター年報},
 month = {Mar},
 note = {application/pdf, 紀要論文, This paper analyzes frequency of stereotypic portrayals of women and men and the temporal changes of stereotypes through the television commercials broadcasted in the year between 1961 and 1993. The results were as follows: (a) women and men in commercials were generally portrayed in accordance with traditional gender stereotypes; (b) stereotypic portrayals decreased over 33 years as to some aspects but increased as to other aspects. Thus, it was concluded that efforts to reduce traditional gender stereotypes in television commercials in Japan have only met with limited success.},
 pages = {47--57},
 title = {テレビ・コマーシャルにおける性ステレオタイプ的描写の内容分析研究 : 33年間でどれだけ変化したか},
 volume = {6},
 year = {2003}
}