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| Author: | Plakoyiannaki, E. Zotos, Y. |
| Title: | Female role stereotypes in print advertising. Identifying associations with magazine and product categories |
| Journal: | European Journal of Marketing
2009 : VOL. 43:11/12, p. 1411-1434 |
| Index terms: | advertising women United Kingdom |
| Freeterms: | magazines prejudice |
| Language: | eng |
| Abstract: | The study seeks to provide recent evidence on the frequency of appearance of female role portrayals in print advertisements, to compare the female role stereotypes (here as: f.r.s.) between magazine types and to examine the interface between f.r.s. and product categories. The results suggest that women in UK magazine advertisements are usually portrayed in decorative roles. F.r.s. also seem to vary across magazine types. There also seems to be an association between product categories and f.r.s. The research illustrates that the advertising industry in the UK needs to adjust its communication practices to the changing role of women in society. |
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