Michelle, Carolyn2011-11-012011-11-012011Michelle, C. (2011). Co-constructions of gender and ethnicity in New Zealand television advertising. Sex Roles, published online 07 September 2011.1573-2762https://hdl.handle.net/10289/5849This paper reports key findings from a content analysis of gender and ethnic depictions in a sample of 2,120 New Zealand prime-time television advertisements screened in 2006. The study explored the following questions: With what product categories are male and female White, Māori/Pasifika and Asian characters most commonly associated? What are the most common occupational roles of male and female White, Māori/Pasifika and Asian characters? The results reveal highly stereotypical depictions of women and men within each ethnic category. White men dominated advertisements for foodstuffs, telecommunications and financial/corporate/legal services and were over-represented as professionals/white collar workers, while White women were over-represented in advertisements for household products, personal products, and medical products and featured predominantly as homemakers. Māori/Pasifika men were over-represented as athletes and service and sales workers. Non-White women featured prominently within multi-ethnic groups in advertisements for personal grooming products and most frequently featured as glamour models, while non-White men were over-represented as blue collar workers. Largely absent were Māori/Pasifika women and Asians of both genders, potentially exacerbating the multiple axes of subordination encountered by these groups in the New Zealand context.application/pdfenThis is an author’s accepted version of an article published in the journal: Sex Roles. © Springer Science+Business Media, LLC 2011. The final publication is available at www.springerlink.com.television advertisinggender representationsethnic representationsstereotypesintersectional analysiscontent analysisJournal Article10.1007/s11199-011-0067-5