Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/8447
Title: | Female role stereotypes in print advertising: Identifying associations with magazine and product categories |
Authors: | Zotos, Yorgos Plakoyiannaki, Emmanuella |
Major Field of Science: | Social Sciences |
Field Category: | Media and Communications |
Keywords: | Advertising;Magazines;Women;Prejudice;Sexual discrimination;United Kingdom |
Issue Date: | 13-Nov-2009 |
Source: | European Journal of Marketing, 2009, vol. 43, no. 11/12, pp. 1411 - 1434 |
Volume: | 43 |
Issue: | 11/12 |
Start page: | 1411 |
End page: | 1434 |
Journal: | European Journal of Marketing |
Abstract: | Purpose – The purpose of this study is three-fold: to provide recent evidence in the UK on the frequency of appearance of female role portrayals in print advertisements; to compare female role stereotypes across magazine types; and to explore the interface between female role stereotypes and product categories. Design/methodology/approach – An integrative approach to content analysis was used in order to analyze advertising communication in print media. The sample consisted of n ¼ 3,830 advertisements published in ten high circulation UK magazines. Findings – The study indicates that women in UK magazine advertisements are mainly portrayed in decorative roles; and that female role stereotypes vary significantly across magazine types. The findings also suggest that there is an association between product categories and female role stereotypes. Practical implications – The study highlights the need for the advertising industry in the UK to adjust its communication practices to the changing role of women in society. Originality/value – The study extends research in the area of female role stereotypes in print advertising by considering the frequency of female role portrayals across different magazine types; and investigating the association between product categories and female role stereotypes. |
URI: | https://hdl.handle.net/20.500.14279/8447 |
ISSN: | 3090566 |
DOI: | 10.1108/03090560910989966 |
Rights: | © Emerald |
Type: | Article |
Affiliation : | Aristotle University of Thessaloniki |
Publication Type: | Peer Reviewed |
Appears in Collections: | Άρθρα/Articles |
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