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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.

Using content analysis based on Goffman's (1979) typology, the authors examined gender role stereotypes in Korean fashion magazines targeting adolescent girls. Korean women were more stereotypically portrayed than any other group as smiling, pouting, and with a childlike or cute expression. On the other hand, Western women were more stereotypically portrayed than any other group in the categories of licensed withdrawal and body display. In some categories, male models were more female-stereotypically portrayed than female models of a particular race. Implications of the findings, future research suggestions, and limitations of the current study are discussed.

We explored how personality traits are associated with experiential gratification in an online gaming context by applying Pine and Gilmore's (1998) experience economy framework. Results of a confirmatory factor analysis validated the hypothesis that the experience economy framework would be a reliable and valid construct in measuring online gamers' sense of experiential gratification. Furthermore, a regression analysis substantiated the influence of personality traits on the experiential gratification of online game players.

The primary purpose of this study is to explore and explain the concept of the Web site as corporate advertisement. Three coders analyzed 160 corporate Web sites. Corporate Web sites are able to combine multiple functions such as providing information and image-building strategies for companies and their brands as well as direct and indirect selling functions. Corporate Web sites are also able to address multiple audiences from a single umbrella site. Message strategies were more likely to be informational than transformational -possibly reflecting the information-delivery potential of the Web. In general, highrevenue companies had more functions and addressed more audiences through their Web sites than low-revenue companies. High-revenue companies were also more likely than low-revenue companies to use transformational message strategies. However, no predicted relationships were found between overall message strategy and either number of functions at the Web site or number of audiences served. The study provides details on application of a relatively new message strategy model to a unique new form of corporate advertising -the World Wide Web.Internet advertising is more than banners, buttons, and popups. This study starts from the premise that the corporate Web site can be an extension of, or a different form of, traditional corporate advertising and that corporate Websites can be broadly defined as Internet advertising.This study examines literature on three characteristics of corporate advertising -function, audience, and message strategy -and explores how those characteristics are applied in the multiple types of corporate Web sites. Product category and size of company were considered in selection of corporate Web sites analyzed in this study to ensure that a wide range of functions, audiences, and message strategies could be identified.The primary purpose of this study is to explore and explain the concept of the Web site as corporate advertisement. Banners, buttons, and pop-ups may more closely resemble traditional advertising than do Web sites. But this does not diminish the importance of the corporate Website. Rather, this study will seek to show how Web sites can build on and expand the function of corporate advertising.This study is an important addition to the literature because it shows how Web sites are changing both the theory and practice of advertising. Traditional concerns such as function, audience, and message strategy remain, but issues may shift in an environment where marketers have virtually unlimited time and space to communicate their messages. By examining the corporate Web site as corporate advertising this study may provide advertising practitioners with tools that will help them to better integrate the Web site into the marketing communication plan. The study also tests a relatively new model for defining message strategies and seeks to expand advertising-related theories to Web-based messages. Thus, findings may also provide researchers with new tools for analyzing Web sites and new...

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