The present study aimed to examine the portrayal of men and women in television advertisements in two different television channels (English and Chinese medium) in Hong Kong. The study involved a content-analysis of how men and women are portrayed on television using the well-used coding scheme. The Chinese channel had significantly more gender stereotypic adverts compared to the English channel (6 out of 10 attributes compared to only 2 out of 10 attributes). Results were compared to previous studies done in Asia as well as in the rest of the world.

Key words: gender-role, stereotyping, television, Hong Kong