This chapter examines gender portrayals in South African television commercials using a newly developed codebook designed for the South African context. Set against the backdrop of 50 years of television in South Africa, the study examines how advertising reflects and shapes societal norms, with a particular focus on gender. Drawing on Ashmore’s (Handbook of personality: Theory and research (pp. 486–526). The Guilford Press, 1990) framework of gender identity and Mohanty’s (Feminism without borders: Decolonizing theory, practicing solidarity. Duke University Press, 2003) postcolonial feminist perspectives, this quantitative content analysis examines 15 variables, with this chapter focusing specifically on the four that yielded significant results: product type, age, body type and relationship status. The study finds that while gender representation is generally balanced, female characters often conform to Eurocentric beauty standards and are more likely to be married. In contrast, male characters are rarely shown as older and are increasingly portrayed with muscular bodies, signalling shifting masculine ideals. Both genders are predominantly associated with food products, and white characters are overrepresented compared to national demographics. This study demonstrates how television advertising negotiates tradition and transformation, emphasising the importance of context-specific approaches and more inclusive representation to better reflect South Africa’s diverse society.