Gender Role Portrayals in American and Korean Advertisements |
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Authors: | Roxanne Hovland Carolynn McMahan Guiohk Lee Jang-Sun Hwang Juran Kim |
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Affiliation: | 1. College of Communication and Information, University of Tennessee, Knoxville, Tennessee 5. 476 Communications and Information Building, Knoxville, Tennessee, 37996-0343 2. Department of Communication, University of North Florida, Florida 3. Department of Communication Art, Sejong University, Gwangjin-gu, Seoul, Korea 4. College of Political Science and Economics, Chung-Ang University, Heukseok-dong, Dongjak-gu, Seoul, Korea
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Abstract: | 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. |
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