The multiplicity of women's role portrayals in magazine advertisements

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2000-01-01
Authors
Andersen, Heather
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Greenlee School of Journalism and Communication
The Greenlee School of Journalism and Communication offers two majors: Advertising (instructing students in applied communication for work in business or industry), and Journalism and Mass Communication (instructing students in various aspects of news and information organizing, writing, editing, and presentation on various topics and in various platforms). The Department of Agricultural Journalism was formed in 1905 in the Division of Agriculture. In 1925 its name was changed to the Department of Technical Journalism. In 1969 its name changed to the Department of Journalism and Mass Communications; from 1969 to 1989 the department was directed by all four colleges, and in 1989 was placed under the direction of the College of Sciences and Humanities (later College of Liberal Arts and Sciences). In 1998 its name was changed to the Greenlee School of Journalism and Communication.
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Abstract

The purpose of this study is to advance the understanding of how women are portrayed in magazine advertisements by employing interval measurements to the standard content analysis techniques and providing a comparison between the advertisements and actual trends of the female population in the United States. Although this study is a content analysis, the different constructs measured by unipolar, seven-point scales provided a more detailed account of the depiction of women in advertising. The account of the depiction was more detailed because stereotypes are often used as a basis for classification, yet stereotypes fail to measure less dominant features of character portrayal. Significant findings reveal a change in the direction advertising has been moving. Other role portrayal studies have used content analysis as a method for examining the depiction of women in advertising, but these studies failed to create a method for measuring several aspects within an advertisement. This study not only analyzed the most dominant characteristic of the portrayals of women in each advertisement; several characteristics of the advertisement were measured in an attempt to reflect more accurate stereotypes.

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Sat Jan 01 00:00:00 UTC 2000