Profile: Gender stereotypes in MTV commercials: The beat goes on

Abstract

This study examines gender portrayals and stereotyping in a sample of commercials on MTV. The findings revealed that characters in MTV commercials, like those in music videos, are stereotyped. Female characters appeared less frequently, had more beautiful bodies, were more physically attractive, wore more sexy and skimpy clothing, and were more often the object of another's gaze than their male counterparts.