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| Author: | Wiles, J. Wiles, C. Tjernlund, A. |
| Title: | A comparison of gender role portrayals in magazine advertising: the Netherlands , Sweden and the USA |
| Journal: | European Journal of Marketing
1995 : VOL. 29:11, p. 35-49 |
| Index terms: | ADVERTISING SEX PUBLISHING INDUSTRY |
| Language: | eng |
| Abstract: | The article examines the roles of men and women depicted in magazine advertising in The Netherlands, Sweden and the USA and attempts to discern any implication for advertisers crossing these cultural boundaries. Explores the relationship between role models depicted and Hofstede's masculitiny index. Most of the roles shown for men and women are non-working roles, US and Dutch magazine advertisers, who are more likely to portray men and women in recreational and family roles and activities. |
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