The author holds a belief that women are treated oppressively and differently from men and that they are subject to personal and institutional discrimination. It is needless to say that this belief is expressed in man...The author holds a belief that women are treated oppressively and differently from men and that they are subject to personal and institutional discrimination. It is needless to say that this belief is expressed in many ways, and the most obvious reflection is in language, i.e. sexism in language. This paper mainly discusses sexism from the respect of advertising language.展开更多
This study analyzed gender stereotypes in American and Mexican magazine advertisements. The researchers conducted a content analysis of four major fashion magazines (i.e., Vogue, Cosmopolitan, People en Espahol, and ...This study analyzed gender stereotypes in American and Mexican magazine advertisements. The researchers conducted a content analysis of four major fashion magazines (i.e., Vogue, Cosmopolitan, People en Espahol, and Vanidades), using KANG's (1997) scales of gender behaviors inspired by Goffman's (1979) gender studies. The researcher obtained findings by averaging the overall sum of each country's stereotypes by comparing them for any similarities or disparities. The results suggest a similar amount of gender stereotypes across both countries, specifically in the gender categories of "feminine touch", "licensed withdrawal", and "body display". Overall, findings from this study provide further implications for future researchers and marketers. Future researchers should further analyze gender behavior by conducting a longitudinal study of the various types of gender stereotypes at an international level. Additional implications and future research ideas are discussed throughout this research.展开更多
文摘The author holds a belief that women are treated oppressively and differently from men and that they are subject to personal and institutional discrimination. It is needless to say that this belief is expressed in many ways, and the most obvious reflection is in language, i.e. sexism in language. This paper mainly discusses sexism from the respect of advertising language.
文摘This study analyzed gender stereotypes in American and Mexican magazine advertisements. The researchers conducted a content analysis of four major fashion magazines (i.e., Vogue, Cosmopolitan, People en Espahol, and Vanidades), using KANG's (1997) scales of gender behaviors inspired by Goffman's (1979) gender studies. The researcher obtained findings by averaging the overall sum of each country's stereotypes by comparing them for any similarities or disparities. The results suggest a similar amount of gender stereotypes across both countries, specifically in the gender categories of "feminine touch", "licensed withdrawal", and "body display". Overall, findings from this study provide further implications for future researchers and marketers. Future researchers should further analyze gender behavior by conducting a longitudinal study of the various types of gender stereotypes at an international level. Additional implications and future research ideas are discussed throughout this research.