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https://hdl.handle.net/20.500.14279/8447
Τίτλος: | Female role stereotypes in print advertising: Identifying associations with magazine and product categories | Συγγραφείς: | Zotos, Yorgos Plakoyiannaki, Emmanuella |
Major Field of Science: | Social Sciences | Field Category: | Media and Communications | Λέξεις-κλειδιά: | Advertising;Magazines;Women;Prejudice;Sexual discrimination;United Kingdom | Ημερομηνία Έκδοσης: | 13-Νοε-2009 | Πηγή: | European Journal of Marketing, 2009, vol. 43, no. 11/12, pp. 1411 - 1434 | Volume: | 43 | Issue: | 11/12 | Start page: | 1411 | End page: | 1434 | Περιοδικό: | European Journal of Marketing | Περίληψη: | 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 |
Εμφανίζεται στις συλλογές: | Άρθρα/Articles |
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