1887
Volume 22, Issue 1
  • ISSN 0957-6851
  • E-ISSN: 1569-9838
USD
Buy:$35.00 + Taxes

Abstract

A content analysis was conducted to examine the portrayal of beauty types and occupational roles of female figures in magazine advertisements. A systematic random sample of 215 advertisements from a popular lifestyle magazine in Hong Kong was analyzed. Results provide evidence of gender role stereotypes. Two thirds of the advertisements adopted classic/feminine beauty type. The other two common beauty types were sex kitten and casual. Over-representation of Caucasian models was found as one-third of the female figures were Caucasian and other minorities. Caucasian models were more likely to be portrayed in trendy beauty type. Over half of the advertisements portrayed females in decorative roles and thirty percent portrayed females as celebrities. Recreational roles and professional roles were featured less frequently. Advertisements for products target females were more gender stereotyped than advertisements for products target males and females. The lack of variety in beauty types and occupational roles among female figures were discussed.
Loading

Article metrics loading...

/content/journals/10.1075/japc.22.1.05cha
2012-01-01
2019-10-18
Loading full text...

Full text loading...

References

http://instance.metastore.ingenta.com/content/journals/10.1075/japc.22.1.05cha
Loading
  • Article Type: Research Article
Keyword(s): Asian stereotypes , content analysis , cultivation , gender portrayal and print advertisements
This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error