ᮀ-Televised ads for toys directed to children were examined to address two research questions: (1) Do advertisers script language differently for females and males? and (2) How is gender used as a discourse code to link products to gender roles? In a sample from 1996, 1997, and 1999, ads A dvertising-on television, billboards, public transportation, the internet, in newspapers, magazines, and movie theatres-invades the consciousness of most everyone. Sponsors pay enormous amounts to place ads in those locations where the largest segment of the targeted audience is likely to see and hear them, and they rely on new, creative approaches both to instill and fuel the desire for more and more consumption. Although most ads target adult audiences, children make up an important audience. Children play with a vast array of toys and eat trendy foods and snacks-many of which are introduced to them through advertising. This non-adult market is the focus of this essay.In a consumer-oriented culture, advertisers must position the products they represent as enhancements to both happiness and desirable life styles. Image serves as the link between product
This article reports on a study of gender and race issues in the regional office of a federal agency. After setting their own research agenda of salient issues, employees completed a long, closed-ended questionnaire; a smaller sample also responded to ten open-ended questions. The results suggest that men, women, and people of color in the agency do not share a common culture of organizational life; instead, each group organizes its experience in the agency in different ways. The authors suggest that a theoretical perspective in which gender and race are viewed as cultures provides a useful framework for understanding cultural diversity in the workplace and a necessary starting point for managing a diverse workforce.
Female and male college students completed a questionnaire designed to determine their beliefs about the common motives for using obscenity. Using a sample of obscene words generated by the participants, the study was designed to compare responses of females and males as well as beliefs about why females and males use obscenity. For all participants, the most important motives cited for using obscenity were 'psychological'. In addition, females were judged to use sexual anatomy words because of so-called 'sociological' motives. The results are discussed in relation to the methods used to gather the data and to sociolinguistic issues that arise from the relation of gender to obscenity.
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