Sex bias in the newspaper treatment of male-centered and female-centered news stories

Differences in the newspaper treatment of men and women were examined in two sets of news stories collected a year apart, in the fall of 1976 and 1977. In both samples, coverage of women was more likely to include mention of personal appearance, marital status, and spouse than was coverage of men. These differences could not be attributed to the greater number of men in the news, nor to differences in the sections of the newspaper where stories about men and stories about women were usually found. They were equally true of locally written and national wire-service stories.     

Gender Representation in Television Advertisements in Britain and Saudi Arabia

This study conducted a content analysis of TV adverts from Channel One in Saudi Arabia and ITV1 in the United Kingdom in 2000–2001. A total of 164 adverts were analyzed from each country. The analysis compared the representation of men and women. Results showed that men and women were equally visually represented as lead characters in advertisements in both countries, but male voice-overs dominated in Saudi advertisements more so than in British advertisements. Women appeared more often in domestic roles and settings and less often in occupational or leisure roles and settings, and were much more likely than men to promote body care and household cleaning products. These differences were more pronounced in Saudi than in British advertisements.     

General pretrial publicity in sexual assault trials

An experiment was designed to explore effects of general pretrial publicity in sexual assault trials. Four pretrial publicity conditions (no publicity, neutral news media, prodefendant, and antidefendant) in the form of simulated newspaper articles were presented to 356 participants. Participants subsequently read a mock rape trial summary and reported verdicts. In the absence of pretrial publicity related to sexual assault, women were more likely than men to convict the defendant, but the presence of sexual assault pretrial publicity in any form eliminated sex differences in conviction rates.     

Gender stereotyping in medical advertising: Much ado about something?

Gender bias in medical advertising may be one factor contributing to differential treatment of women and men by physicians. Four hundred forty advertisements from three prominent medical journals were analyzed. Significantly more male, compared to female, recipient ads were found overall as well as for cardiovascular drugs. Males and females were both portrayed stereotypically in the ads, but this trend was especially true for males. The facial expressions of men were more likely to be serious/neutral whereas the facial expressions of women were more often judged to be pleasant. Females tended to be younger than the males that were depicted. Since heart disease is the number one killer of both men and women, underrepresentation of women in cardiovascular ads was questioned. Stereotypical portrayals as well as differences in facial expressions and age of depicted recipients may contribute to physicians being less likely to take the complaints of women, compared to men, seriously.     

Men as success objects and women as sex objects: A study of personal advertisements

A study was made of 328 personal advertisements sampled from a major daily Canadian newspaper. It was found that gender differences for desired companion attributes were consistent with traditional sex role stereotypes. Relative to the opposite sex, women emphasized employment, financial, and intellectual status, as well as commitment, while men emphasized physical characteristics. Physical characteristics were the most desired, regardless of sex. Secondary findings were that, for this sample, considerably more men than women placed ads, and that the mean age for both sexes was relatively high. The main findings were similar to those from earlier studies.The author was formerly a psychiatric social worker employed by the Greater Vancouver Mental Health Service in Vancouver, B.C., Canada. He is presently a doctoral candidate at Simon Fraser University in Vancouver. The author would like to thank Dr. Ted Palys for his comments.     

Attention and Memory for Newspaper Advertisements: Effects of Ad–Editorial Congruency and Location

Previous research suggests that the same ad can have different effects depending upon the media context in which the ad appears. This experiment investigated how the semantic relation between the content of advertisements and editorial texts, and the ad location on newspaper pages affect attention and memory for advertisements. We recorded participants' eye movements while they read newspaper articles to rate how interesting the texts were. Recognition for ads, logos, and editorial headlines was measured on the following day. Results revealed a discrepancy between attention and memory results, suggesting that incongruency increased attention to ads, whereas congruency improved recognition of ads. In addition, ads presented on the right attracted more attention and were recognized better than ads on the left. The results have implications for pretesting of advertisements, because attention and memory for ads were associated with higher preference for brands, and purchase intention was enhanced for the brands that were recognized. Copyright © 2013 John Wiley & Sons, Ltd.     

Does Sex-biased Job Advertising “Aid and Abet” Sex Discrimination?1

Two studies are reported which indicate that both sex-biased wording in job advertisements and the placement of help-wanted ads in sex-segregated newspaper columns discourage men and women from applying for “opposite-sex” jobs for which they might well be qualified. Both studies were originally conducted and presented as part of legal testimony in actual sex discrimination cases.     

Comparison between primary and secondary mate markets: an analysis of data from lonely hearts columns

Personal advertisements placed in newspapers can be a good source of information on the dynamics of the human mate market. From an analysis of 1587 (776 female and 811 male) advertisements placed in the local Lower Silesian (Poland) newspaper, we were able to compare primary (never married) (PMM) and secondary (divorced/separated) (SMM) mate markets. When controlling for place of residence, it was revealed that the mean time span between the end of education and the age at which females resort to personal advertisement (7–8 years) is very similar in the three education categories. Men who graduated from high school or university were over-represented on the SMM. There were no differences in the residuals of height, weight or BMI between PMM and SMM for females and significant difference only for men's height with relatively taller men on the SMM for the combined two lower levels of education. We also compared PMM and SMM separately for men and women in terms of the rates of offering and seeking resources, attractiveness, commitment and social skills. PMM and SMM differ in three such categories for men and in four for women. However when controlling for advertiser's age, there were only two differences for women (resources were sought for and attractiveness offered more often on the SMM) and one for men (commitment was sought more frequently on the SMM). This indicates that the difference in preferences should be attributed mainly to the age of subjects and only to a smaller extent to the type of mate market (PMM vs SMM).     

Does the Treatment of Cognitive Distortions Improve Clinical Outcomes for Problem Gambling?

Although dysfunctional beliefs about gambling outcomes among problem gamblers have been well-established, there is less known about whether specifically treating such beliefs is necessarily more effective than other therapeutic approaches. In the present study, brief, homogenous treatments for problem gambling (i.e., cognitive, behavioral, motivational, minimal intervention) were compared to each other. Each intervention was based on approaches empirically demonstrated to be clinically effective. The treatment sample consisted primarily of middle-aged, non-partnered, underemployed men recruited from the community via newspaper advertisements. The results showed that a cognitive approach did not yield superior outcomes than did treatments that did not explicitly address cognitive distortions. It is likely that there are several pathways to therapeutic change that may not necessarily require the modification of gambling-related psychopathology.     

Gender and Racial Stereotypes in Daily Newspaper Comics: A Time-Honored Tradition?

This study was designed to examine gender and minority roles in daily newspaper comics. Fifty comics from four daily newspapers were sampled during a month-long period. Gender roles were found to be stereotypical; women were underrepresented, more likely than men to be married and have children, and not as likely as men to have a job. More attention was paid to women's appearance, and female characters, when they did work, had lower job status than did male characters. Activities and behaviors were also divided along gender lines. Female characters did more of the domestic work such as child care and household chores, and male characters did more yard work. Female characters were more verbally aggressive, and most of the physical aggression was confined to “adult dramas” where men dominated. Minorities were basically nonexistent, save for a few strips that included or focused upon African Americans.     

BLAMING THE PERPETRATOR Language that Distorts Reality in Newspaper Articles on Men Battering Women

In an earlier article, Lamb (1991) showed that journal authors, when writing about men battering women, wrote in a way that avoided assigning responsibility to men as perpetrators, and that this kind of writing was more common among male authors as well as female authors who wrote with men. This study examines first whether this kind of writing occurs in newspaper articles on men battering women, and whether two problematic styles of writing have an effect on the reader. Three versions of a newspaper article were developed to differentiate active voice, passive voice, and writing that implies shared responsibility for a man's violence. One hundred and eighty subjects read one of the three versions and endorsed one of five possible punishments for the man in the story who had been violent. Results showed that subjects did not differ in their selection of punishments for the active voice versus the passive voice version, but were much more lenient towards the man after reading the shared responsibility version.     

The Effect of Sexual Programme Content on the Recall of Foreign Sexual and Non‐sexual Advertisements

This study explored the effect of programme content (sexual and non‐sexual) on the recall of sexual and non‐sexual advertisements. Seventy‐eight participants were allocated randomly to four different groups and viewed either a sexual or non‐sexual programme with either sexual or non‐sexual advertisements placed within. Free recall and cued recall of the advertisements were assessed. The sexual content of programmes impaired advertisement recall, for both free recall and cued recall. Furthermore, advertisements that were of a sexual nature were remembered better than neutral advertisements. There was also an interaction between advertisement type and gender; women remembered more sexual than non‐sexual advertisements, but this was not the case for men. Finally, there was an interaction between programme type and gender, with a marked tendency for men to recall fewer advertisements embedded in the sexual programme than women. Limitations and implications of this research are discussed.Copyright © 2017 John Wiley & Sons, Ltd.     

Gender differences in mate selection preferences: a test of the parental investment model.

Evolutionary-related hypotheses about gender differences in mate selection preferences were derived from Triver's parental investment model, which contends that women are more likely than men to seek a mate who possesses nonphysical characteristics that maximize the survival or reproductive prospects of their offspring, and were examined in a meta-analysis of mate selection research (questionnaire studies, analyses of personal advertisements). As predicted, women accorded more weight than men to socioeconomic status, ambitiousness, character, and intelligence, and the largest gender differences were observed for cues to resource acquisition (status, ambitiousness). Also as predicted, gender differences were not found in preferences for characteristics unrelated to progeny survival (sense of humor, "personality"). Where valid comparisons could be made, the findings were generally invariant across generations, cultures, and research paradigms.     

The contradictory effects of nostalgic advertisements on nostalgia for products and on remembering advertisements1

Our purpose was to investigate the relationships between the names of items that easily evoke nostalgic feelings and nostalgic advertisements from the perspective of nostalgia for the names of these items and from the perspective of source monitoring. We measured the effect of nostalgia on source monitoring and whether the names of items evoked nostalgic feelings when they were presented alone. We found that, from the perspective of the nostalgic feelings, we directly demonstrated that the names of articles that easily evoke nostalgic feelings are more likely to evoke nostalgia when they are presented with nostalgic advertisements than when they are presented with non‐nostalgic advertisements. From the perspective of source monitoring, we revealed that nostalgic advertisements are more forgettable than non‐nostalgic advertisements when they present the names of articles that easily evoke nostalgic feelings.     

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.     

Gender-Role Congruence and Self-Referencing as Determinants of Advertising Effectiveness

In an initial experiment, men and women with varied gender-role orientations evaluated gender-stereotyped and nonstereotyped advertisements for gendered products that are actually used by both sexes. Consistent with a gender-role congruence model of advertising effectiveness, traditional participants (masculine men; feminine women) responded more favorably to traditional (i.e., gender-stereotyped) than to nontraditional advertisements, whereas nontraditional participants (androgynous individuals; feminine men; masculine women) reacted somewhat more favorably to the nontraditional advertisements. Experiment 2 revealed that when encouraged to self reference, traditional participants became much more responsive to nontraditional advertisements, even more so than were the nontraditional participants. Practical implications of these results are discussed.     

Selling Sex to Radio Program Directors: A Content Analysis of Radio & Records Magazine

This study was designed to examine whether radio format and musical artists' gender predict sexual content in trade advertisements geared toward radio program directors. Advertisements were coded from one of the leading music trade magazines, Radio & Records magazine, between 2002 and 2003. Results indicated that overall women artists used sexual content in trade advertisements more often and to a greater degree than did men. In some cases, advertisements in radio formats with younger demographic markets, such as pop or hip-hop, also used higher levels of sexual content. It is concluded that the organizational context of the commercial music industry helps to perpetuate status differences between women and men artists, which may then bring about a cognitive bias in the field that promotes women artists' over reliance on using sexual content in trade advertisements.     

Fifty Years of Advertising Images: Some Changing Perspectives on Role Portrayals Along with Enduring Consistencies

Content analysis is used to evaluate portrayals of women and men in United States magazine advertisements over a 50-year period, 1950 through 2000. We examine 7,912 portrayals of people in 3,212 advertisements from the time period and analyze changes in those advertisements relative to transitions in feminism and cultural trends. Magazines from representative categories provided the sample data. Over the period studied, magazine advertising showed a trend toward objective role portrayals of women fairly equal to men. This trend perhaps resulted from feminist??s positioning women in the public as well as the private sphere. Women were still subordinated to men in more subtle aspects of advertisements, measured by Goffman??s (1979) cultural positioning framework. Sexual exploitation of both sexes was noticed.