“Master your Johnson”: Sexual rhetoric in <Emphasis Type="Italic">Maxim</Emphasis> and <Emphasis Type="Italic">Stuff</Emphasis> magazines

This article reports the results of a content analysis of sexual rhetoric in editorial photographs (N=994) in 2001 issues of Maxim and Stuff magazines. Goffman’s (1979) classifications of gender in advertisements were used to examine how this new generation of “lad” magazines uses images to provide readers with cues about sexuality and sexual practice. The findings reveal that both magazines construct sexuality in similar ways. However, as expected, the overall message about sexuality in the photos is different for men than for women. Women are more likely than men to be portrayed as sex objects, such as the common practice of photographing them in contorting or demeaning positions. Both magazines also depict white people as sexier than other races and assume heterosexuality.     

Women as Sex Objects and Victims in Print Advertisements

This content analysis examined the depiction of women in 1,988 advertisements from 58 popular U.S. magazines. Advertisements were coded with respect to whether women were presented as sex objects and/or as victims using a scheme developed by the researchers. On average across magazines, one of two advertisements that featured women portrayed them as sex objects. Women appeared as victims in just under ten percent of the advertisements. Men’s, women’s fashion, and female adolescent magazines were more likely to portray women as sex objects and as victims than news and business, special interest, or women’s non-fashion magazines. The implications of viewing advertisements depicting women as sex objects and as victims, especially sexualized victims, are discussed.     

An Analysis of Hyper-Masculinity in Magazine Advertisements

Hyper-masculinity is a gender-based ideology of exaggerated beliefs about what it is to be a man. HM consists of four inter-related beliefs, namely toughness as emotional self-control, violence as manly, danger as exciting, and calloused attitudes toward women and sex (Zaitchik & Mosher 1993). Adherence to HM is linked to a host of social and health problems in North America, such as dangerous driving and violence toward women (Parrot & Zeichner 2003). Advertising is believed to play a role in constructing hyper-masculinity (Kilbourne 1999). In this study, eight U.S. men’s magazines published in 2007–2008, differentiated by readership age, education, and household income, were analyzed for hyper-masculine depictions in their advertisements. Using a behavioural checklist with good inter-rater reliability, it was found that 56 % (n?=?295) of 527 advertisements depicted one or more hyper-masculine beliefs. Some magazines depicted at least one hyper-masculine belief in 90 % or more of advertisements. In addition, reader age, education, and income were all inversely related to the prevalence of hyper-masculine beliefs, with HM depictions presented more often in advertisements targeting young, less educated, and less affluent men. Implications of these findings for the well-being of men and society are discussed.     

Role portrayals of men and women in print ads

The study examines role portrayals of men and women in Indian magazine ads. Fourteen hundred ads of 2006–2007 were collected from men’s, women’s, and general interest magazines and were content-analyzed. Results reveal that women in Indian magazine ads are primarily portrayed in traditional roles such as concerned with physical attractiveness, housewives and sex objects. Contrarily, men are portrayed in sex appeal, authority figures, career-oriented, and outdoor roles. Men and women are also portrayed in egalitarian roles. While in most product categories, men are portrayed as sexually appealing, authority figures, in activities outside home, and as career-oriented, women are depicted as concerned with physical attractiveness, as housewives, and sex objects. Some product categories also depict women in egalitarian roles and as outdoor and adventurous. Men’s magazines portray men and women in highly traditional roles. Contrarily, women’s and general interest magazines portray women in more modern roles. Findings support an incremental change in contemporary role portrayals compared to past.     

Reading Representations of Black, East Asian, and White Women in Magazines for Adolescent Girls

Beginning in the 1970s, there has been a growing body of literature on the depictions of women in advertisements. However, the intersection of race and gender in advertising has rarely been explored. This study was designed to compare how White, Black, and East Asian women were portrayed in advertisements found in fashion magazines directed at adolescent girls. A correlation was found between race and the type of product advertised. Black women were prominent in clothing advertisements, and East Asian women were prominent in advertisements for technology products. A correlation was also found between race and the importance of the model in the advertisement. The results of this study illustrate that older stereotypes may still exist (White beauty ideal, hypersexual Black women), and some new stereotypes are being formed (technologically savvy East Asians).     

RACIAL AND GENDER BIASES IN MAGAZINE ADVERTISING

Recent evidence suggests that racial and gender biases in magazine advertisements may be increasing. To explore this possibility, a content analysis was performed on 10 years of fashion advertisements drawn from magazines geared toward White women, Black women, or White men ( N = 1,800 advertisements from 1985–1994). The results indicated that (a) except for Black females in White women's magazines, African Americans were underrepresented in White magazines; (b) female body exposure was greater than male body exposure, and White female body exposure rose significantly during the 10 years; (c) White women were shown in low-status positions nearly twice as often as were other models; and (d) Black women wore the majority of animal prints, most of which were patterned after a predatory animal. These findings suggest that racial and gender biases in magazine advertising persisted, and in some cases increased, between the mid-1980s and mid-1990s.     

电视广告中性别角色定型研究述评

文章首先介绍了性别角色定型的相关概念和广告中性别角色定型研究的理论基础,然后从内容分析和受众反应两个角度回顾并总结了有关电视广告中性别角色定型的研究。内容分析的结果表明：虽然经过了20多年的女权运动,电视广告中的性别角色定型并没有减弱;电视广告中的性别角色定型具有国际普遍性。受众反应的结果表明：受众对电视广告中的性别角色定型的反应是一个复杂的过程,会受到多种因素,比如性别、年龄、受教育程度和女性主义意识等的影响     

Men and Women in Indian Magazine Advertisements: A Preliminary Report

Studies from developed nations indicate that women are generally portrayed in advertisements as homemakers, dependent on men, and sex objects while men are portrayed as dominant, authoritative figures. However, very few researchers have examined role portrayals in ads from developing countries. This study examined the portrayal of women and men in Indian magazine ads. Over 1,100 magazine ads from a wide range of magazines in 1987, 1990, and 1994 were examined. Results indicate that although the portrayals of women and men in Indian magazine ads have changed over the period, they are still portrayed in stereotypical ways. Role portrayals in Indian magazine ads seem to be influenced by the nature of the product being advertised. Similarities and differences between role portrayals in Indian magazine ads and those from other nations are also discussed.

     

The case for responsibility of the IT industry to promote equality for women in computing

This paper investigates the relationship between the role that information technology (IT) has played in the development of women’s employment, the possibility of women having a significant influence on the technology’s development, and the way that the IT industry perceives women as computer scientists, users and consumers. The industry’s perception of women and men is investigated through the portrayal of them in computing advertisements. While women are increasingly updating their technological skills and know-how, and through this process are entering some positions in the workplace traditionally occupied by men, these achievements are not mirrored in their social and occupational status. The computer industry and higher education have worryingly low numbers of women, while the possibility of women influencing the development of computer technology is just emerging in feminist research. This paper argues that, though the IT industry, through their self-regulatory codes, subscribes to equal treatment of sexes, races and persons with disabilities, the industry nevertheless paints a stereotyped picture of inequality when portraying men and women in computer advertisements. As long as such a perception of women prevails within the industry, it will stand as a barrier to women having equal access to computer technology. If advertisements influence the way society perceives major social constructs and issues, then the computing industry has a social responsibility to portray men and women in an equal and non-stereotypical fashion. An earlier version of this paper was presented at the ETHICOMP98 Conference, Rotterdam, Holland, March 1998.     

Race and Beauty: A Comparison of Asian and Western Models in Women's Magazine Advertisements

Over the past 30 years, the literature on how women are depicted in advertising has been strongly influenced by studies conducted in the U.S. and Europe and may not fully describe the ways in which women are depicted in advertising across cultures. In this study we analyzed advertisements collected from women's fashion and beauty magazines in Singapore, Taiwan, and the United States to compare the ways in which Western and Asian models were portrayed in print advertisements. We found that although demure dress was used most often for both races, Western models were shown more frequently than Asian models in seductive dress. Western models were also posed more often than Asian models as the Seductive beauty type. Product categories also differed. Asian models were used more frequently in advertisements for hair and skin beauty products, whereas Western models dominated the clothing category. The findings suggest that Western models are used more than Asian models in advertisements which are “body” oriented, and that Western models are used in advertisements in Asia when the underlying marketing strategy is that “sex sells.”     

On Gender Specificity of Person Characteristics in Personnel Advertisements: A Study Among Future Applicants

This research is an examination of how person characteristics mentioned in personnel advertisements influence the judgments of male and female students with regard to their subjective eligibility for, and the attractiveness of, a particular vacancy. The first study showed that many frequently mentioned person characteristics in personnel advertisements applied differently to men and women, but that female characteristics were more in demand than male characteristics. The second study examined to what degree male and female participants felt that they themselves possessed male and female characteristics; results showed that the men were more confident about the degree to which they possessed male and female characteristics than the women were. The third study examined how the type of person characteristics mentioned in personnel advertisements influenced men's and women's judgments regarding their eligibility for and the attractiveness of a particular position. The men found all positions about equally attractive, whereas the women found “male” positions considerably less attractive. Implications of the study are discussed.     

Stereotype susceptibility narrows the gender gap in imagined self-rotation performance

Three studies examined the impact of stereotype messages on men’s and women’s performance of a mental rotation task involving imagined self-rotations. Experiment 1 established baseline differences between men and women; women made 12% more errors than did men. Experiment 2 found that exposure to a positive stereotype message enhanced women’s performance in comparison with that of another group of women who received neutral information. In Experiment 3, men who were exposed to the same stereotype message emphasizing a female advantage made more errors than did male controls, and the magnitude of error was similar to that for women from Experiment 1. The results suggest that the gender gap in mental rotation performance is partially caused by experiential factors, particularly those induced by sociocultural stereotypes.     

How to get “kissably close”: Examining how advertisers appeal to consumers’ sexual needs and desires

This paper explores the nature of sexual appelas—sex-related promises or benefits—in mainstream advertising by describing types of sex appeals and findings from a sex-benefit content analysis. Overall, our findings reveal that sex is used to appeal to women and men, although a higher proportion of sexual ads appear in men’s (12%) compared to women’s magazines (6%). In addition, a variety of sex appeals are directed toward women (attractiveness, behavior, esteem), whereas most appeals directed toward men emphasize more and better sex. Last, male-only images are relatively absent in sexual ads compared to female-only (45%) and couples (47%) images. These findings, observations, and directions for future research are discussed.     

Gender Role Portrayals in American and Korean Advertisements

This article reports on an examination of gender role portrayals in American and Korean magazine advertisements that is based on the work of Erving Goffman (1979). Through a study of advertising images, we explored implied gender roles within and between cultures. Results of an analysis of a random sample of American advertisements are compared to results for comparable Korean magazines and to previous researchers' applications of Goffman's approach to American advertisements. Results indicate that sexism in American magazine advertisements has decreased but not disappeared. Evidence of sexism in Korean magazine advertisements was found as well. We also compared gender depictions in advertisements directed to magazine audiences of relatively different ages. Observations are made about differences in gender role portrayals in American advertisements over time, between cultures, and for different aged magazine readers.     

Students’ stereotypes of professors: an exploration of the double violations of ethnicity and gender

This study examined students’ stereotypes of professors based on professor ethnicity, gender, teaching style, and course taught. An ethnically diverse sample of undergraduates (N = 594) rated hypothetical professors on several dimensions including perceived warmth, professional competence, and difficulty. Evidence consistent with response amplification and expectancy violation theories was found. Women professors were viewed as more warm than men professors even though their course syllabuses were identical. Students’ ratings of women and Latina/os were, in some cases, based on their teaching style and the courses they taught, whereas ratings of Anglo men were not. Implications for women and Latina/os in the academy are discussed.     

An Asian Perspective on the Portrayal of Men and Women in Television Advertisements: Studies From Hong Kong and Indonesian Television

This paper reports on 2 studies with almost identical methodologies. Both were content analysis studies of the way that men and women are portrayed on television (TV) in South East Asia. One study was conducted in Hong Kong, where 175 TV advertisements were content analyzed. The other was conducted in Indonesia, where 119 TV advertisements were content analyzed. In Hong Kong, 9 of the 10 content categories yielded a significant gender-role effect, particularly mode of presentation, credibility, and role. In Indonesia, 9 of the 11 gender-role effects were significant, particularly reward type and product type. The fact that Asian TV commercials seem to have greater gender-role stereotypes than do Western commercials is discussed. Difficulties associated with cross-cultural comparisons of this type of data are discussed.     

Boxing Helena and Corseting Eunice: Sexual Rhetoric in Cosmopolitan and Playboy Magazines

This paper analyzes the sexual rhetorics of Cosmopolitan and Playboy magazines to consider how sexuality is constructed in similar ways by sources directed to men and women. We use Goffman's classifications of gender in advertisements to compare how each magazine uses its pictures to provide cues to readers about sexuality and sexual relationships and to trace changes within each magazine over time. We conclude that both magazines converge on a single construction of sexuality for women. Playboy addresses men and Cosmopolitan addresses women, yet the visual rhetorics of both magazines reflect the male gaze and promote the idea that women should primarily concern themselves with attracting and sexually satisfying men.     

Are all models created equal? A content analysis of women in advertisements of fitness versus fashion magazines

The current study is a content analysis of women appearing in advertisements in two types of magazines: fitness/health versus fashion/beauty chosen because of their large and predominantly female readerships. Women appearing in advertisements of the June 2007 issue of five fitness/health magazines were compared to women appearing in advertisements of the June 2007 issue of five beauty/fashion magazines. Female models appearing in advertisements of both types of magazines were primarily young, thin Caucasians; however, images of models were more likely to emphasize appearance over performance when they appeared in fashion magazines. This difference in emphasis has implications for future research.     

Images of Women’s Sexuality in Advertisements: A Content Analysis of Black- and White-Oriented Women’s and Men’s Magazines

This article represents an analysis of the sexual images of women in magazine advertisements. I examined advertisements in Black- and White-oriented, mens and womens magazines to compare the images of womens sexuality that are constructed for each specific audience. Over 600 images of women were analyzed based on seven dimensions, including function/role, relative function/authority, physical/body position, relative size/height, character traits, body view, and physical characteristics. The images of womens sexuality vary depending on the race of the intended audience and the race of the women in the advertisements. Advertisements for White audiences portray women in roles and with characteristics that suggest dependency and submissiveness, whereas advertisements for Black audiences portray women as independent and dominant. I also found that White women are objectified much more than Black women are.