Advertising gender role stereotyping has been a prominent topic in literatures since the 1970s. Over the past decade gender stereotyping in television commercials has received particular attention. Most of the findings of gender role research indicate that advertisements are generally moving toward a slightly less stereotypical stance. However, research of gender roles in advertisements is plentiful in the United States. Understanding of sex-role portrayal in an international context is limited because there are so few studies. Since it seems that the trend of gender roles in Asia will also change to non-stereotypical gender roles, it has been difficult to confirm the use of advertising stereotypes in Asia. In addition, there has never been any comparative research concerning the change in gender roles in television commercials between Japan and Thailand. Therefore, this paper compares the change in gender roles in television commercials between both countries.
This comparative content analysis of sampling advertisements from the ACC Awards in Japan
(1976, 1985, and 1995) and sampling of TACT Awards in Thailand (1976, 1979, 1980, 1981, 1983, 1984, 1985, and 1995) suggests a possible reversal of traditional patterns of literature. In fact, the proportion of working women in Japan is low and has not changed much (47.6% in 1980 to 48.4% in 2005). In Thailand, this proportion is comparatively high (75.3% in 1978 to 76.3% in 1990). However, this research result reveals that the number of working women appearing in Japanese advertisement has significantly increased from 3.6% in 1976 to 27.7% in 1995. Moreover, the appearance of working women has significantly increased from 0% to 41.2% in high-level business and from 0% to 58.8% in middle-level business. In contrast, the number of occupational appearances of women in Thai advertisements has not significantly changed over time (5.0% in 1976 to 10.0% in 1995). According to this result, it demonstrates that advertisements in both countries reflect an ideal image of gender roles, not roles in reality. In Japan, commercials reflect an ideal image of the working woman, while Thai commercials reflect an image of the housewife.
In summary, the analysis of this research result refutes the conclusion that advertising role portrayals are becoming relatively more reflective of current realities. Additionally, since there is no significant change of gender roles in Thai television commercials, this also contrasts with literature that suggests a stronger argument for decreasing stereotyping. This analysis also suggests that an understanding of background and situation of gender roles in each society is crucial to interpret and analyze statistical results in this field. Moreover, this research proposes further longitudinal comparisons of the gender roles in television commercials among other Asian countries as well.

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　Television advertisements are a rich source of data for social scientists to investigate because they can be seen as a reflection of prevailing cultural values. Gender value is also one of the critical factors in developing marketing strategies via advertising messages. Most studies reveal that advertisements reflect the construction of gender roles in society. Additionally, although research of gender roles in advertisements iswell-studied in the United States, an understanding of their portrayal in an international context is limited. Therefore, this paper compares gender roles focusing on working roles in television commercials between Japan and Thailand.　This comparative content analysis of approximately 1,700 sampling advertisements within the 2003-2006 period suggests a possible reversal of traditional patterns of literature. Though the proportion of working women in Thailand (66.3%) is quite higher than that of Japan (48.4%), this proportion in Thai (15.7%) and Japanese (17.9%) commercials is insignificantly different. The television commercials of both countries portray the image of housewife. In Japan, Japanese advertisements portray the image of a Japanese woman and family. On the other hand, though the proportion of working women in Thailand is very high, Thai advertisements reflect the trend of gender roles by constructing an ideal image of the housewife in an urban area. This result depicts that the appearance of around 60% of Thai women who work in the agricultural sector is marginalized by the advertising and marketing process.　In summary, the analysis refutes the conclusion that the roles of male and female in advertising correspond with the construction of gender roles in reality. In contrast, advertisements reflect the ideal image of gender roles in society. Moreover, according to the trend of “housewifization” in Asian society, this research suggests further study to pursue the appearance of housewife in television commercials among other Asian countries as well.

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近年，知的障害者の性教育は権利として保障され，国際的には包括的性教育が推進されている。本研究ではF 特 別支援学校での，教師研修や性教育実践による，女性教師（H 教諭）の認識の変化をインタビューにより明らかにした。その結果，性教育の困難感として二つの「壁」が語られた。一つは，性の学びの積み重ねがない子どもが，突然，性教育を受けることに感じる違和感の「壁」であった。その「壁」を生じさせないためには，低年齢からの性教育が必要であると考えられた。もう一つは，H 教諭自身が内面化していた，女性を性的客体と見なす男性像について，教育の場で問題提起したり，問い直す機会を与えられたりしてこなかったことから生じていた「壁」であった。しかし，H 教諭は性教育実施に向けた学びや同僚教師とのやり取りにより，自身の性への認識を相対化し，「壁」が崩れつつあることを自覚した。以上のように，特別支援学校で教師が協働で行う性教育は，教師の性教育への困難感を減じさせ，性への認識の変容につながることが明らかとなり，さらに，性教育の実施により教師自身が児童生徒や他者と豊かな関係を築くことができる可能性をも示唆していた。今後は，ジェンダー平等や，その社会構築性についても教師研修に含め充実させることが課題である。

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女性比率の高い職種について，男性の参入はあまり進んでいない。職種イメージとして，女性の職業といったイメージも残っている現状が判明。顧客側の女性を要望するといった背景がある中，サービス提供者の性別は関係ないといった状況も見られ，企業側も男性の必要性を感じている。様々な課題はあるが，男女関係なく働くことができる職種であると考えられる。

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