The multiplicity of women's role portrayals in magazine advertisements
dc.contributor.author | Andersen, Heather | |
dc.contributor.department | Greenlee School of Journalism and Communication | |
dc.date | 2018-08-22T21:45:22.000 | |
dc.date.accessioned | 2020-06-30T08:01:58Z | |
dc.date.available | 2020-06-30T08:01:58Z | |
dc.date.copyright | Sat Jan 01 00:00:00 UTC 2000 | |
dc.date.issued | 2000-01-01 | |
dc.description.abstract | <p>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.</p> | |
dc.format.mimetype | application/pdf | |
dc.identifier | archive/lib.dr.iastate.edu/rtd/17686/ | |
dc.identifier.articleid | 18686 | |
dc.identifier.contextkey | 12517527 | |
dc.identifier.doi | https://doi.org/10.31274/rtd-180813-8469 | |
dc.identifier.s3bucket | isulib-bepress-aws-west | |
dc.identifier.submissionpath | rtd/17686 | |
dc.identifier.uri | https://dr.lib.iastate.edu/handle/20.500.12876/71526 | |
dc.language.iso | en | |
dc.source.bitstream | archive/lib.dr.iastate.edu/rtd/17686/Andersen_ISU_2000_A52.pdf|||Fri Jan 14 21:27:18 UTC 2022 | |
dc.subject.keywords | Journalism and Mass Communication | |
dc.title | The multiplicity of women's role portrayals in magazine advertisements | |
dc.type | article | |
dc.type.genre | thesis | |
dspace.entity.type | Publication | |
relation.isOrgUnitOfPublication | a90aa4f9-cd8d-4028-bba5-91b31d745f15 | |
thesis.degree.discipline | Journalism and Mass Communication | |
thesis.degree.level | thesis | |
thesis.degree.name | Master of Science |
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