정보통신 텔레비전 광고에 나타난 성별화된 공간과 젠더 이미지의 표현

Expression of Gendered Spaces and Gender Images in Information and Communication Television Advertisements

This study aims to critically analyze how gendered spaces and gender images are expressed verbally and non-verbally in the latest information and communication advertisements. The results showed that the gendered space appeared although it had nothing to do with the information and communication devices or advertisement content. The gender-specific spatial distinctions and restrictions fully reflected the stereotypes of gender roles. Sexist images also emerged in the verbal and non-verbal expressions with images of women being reproduced in a more negatively compared to that of men. Regarding frequency, many aspects limited and revealed “the differing interests and characteristics of gender”, which were expressed both verbally and non-verbally. The emphasis on women s appearance stood out non-verbal, albeit superfluously. It is a problem that these gender images and perceptions are fixed or reproduced through mass media.