Rhein, DouglasMahidol University International College. Social Science Division2015-09-042018-12-252015-09-042018-12-2520152011https://repository.li.mahidol.ac.th/handle/20.500.14594/40213The Asian Conference on Media & Mass Communication, Osaka, Japan. 2011Advertising and the portrayal of gender roles has long been the subject of much debate among researchers of communications. This study seeks to determine the extent that gender representation exists in Thai television advertising by using content analysis, the method commonly used in previous studies conducted on gender and advertising. A longitudinal content analysis was performed (2005 and 2010) in an attempt to establish continuity in gendered representations in Thai television advertising.engMahidol UniversityThai advertisingGender representationProceeding Book