Female role stereotypes in print advertising
- Author(s)
- Emmanuella Plakoyiannaki, Yorgos Zotos
- 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 = 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.
- Organisation(s)
- External organisation(s)
- Aristotle University of Thessaloniki
- Journal
- European Journal of Marketing
- Volume
- 43
- Pages
- 1411-1434
- No. of pages
- 24
- ISSN
- 0309-0566
- DOI
- https://doi.org/10.1108/03090560910989966
- Publication date
- 11-2009
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502016 SME-research
- Keywords
- ASJC Scopus subject areas
- Marketing
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/5a5e64cd-8d58-40e7-abd5-9afe1f029272