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This paper aims to explore the power relations between genders as presented by the mass media, using various advertisements broadcasted on the radio for example. The presentations and social implications of radio advertisements, utilizing sound/language as the essential element, can be analyzed by means of Sociolinguistics approaches. This paper therefore begins with a review of Sociolinguistics and its focus on gender and media. The review raises several issues for further research in this area. Responding to the issues, the analysis of advertisements recorded shows that: (1) among those ads using a single-sex voice only, about 71.3% use male voices; (2) among those ads using the voices of both sexes, males are portrayed as the main answer-givers and slogan-announcers; (3) automobile ads and salon/cosmetics ads are mainly presented by males and females respectively. The above implies that radio advertisements represent gender stereotypes, especially male dominance with the pattern that males' words count. This paper concludes that there is room for improvement in gender equity in radio advertisements.
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