Gender Role Portrayals in Japanese Advertising: A Magazine Content Analysis

Ford, John B.; Voli, Patricia K.; Honeycutt, Earl D.; Casey, Susan Lewis

doi:10.1080/00913367.1998.10673546

Cited by 103 publications

(75 citation statements)

References 34 publications

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“…From the 1970s to 1990s, female characters tended to be mothers and housewives instead of career women (Courtney and Sarah, 1971;Siu and Au, 1997;Wulf and Hofstee, 2002). The scenarios in the advertising were usually of domestic lives and indoor environments instead of work places and outdoor surroundings (Ford et al, 1998;Milner and Collins, 2000). That era typically portrayed female characters in family settings.…”

Section: Discussionmentioning

confidence: 99%

Comparing Society’s Awareness of Women: Media-Portrayed Idealized Images and Physical Attractiveness

Lin

Yeh

2009

J Bus Ethics

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Section: Discussionmentioning

confidence: 99%

Comparing Society’s Awareness of Women: Media-Portrayed Idealized Images and Physical Attractiveness

Lin

Yeh

2009

J Bus Ethics

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“…Although they discovered some changes over a two-year period, they concluded that advertisers were slow in incorporating gender role changes in society. Even if optimistic findings were periodically reported (Ford et al 1998;Schneider and Schneider 1979), most studies found that stereotypical gender portrayal in advertising has not significantly improved.…”

Section: Gender Portrayals In Advertisingmentioning

confidence: 91%

Gender Stereotypes Depicted by Western and Korean Advertising Models in Korean Adolescent Girls’ Magazines

2010

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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.

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“…Ford, Voli, Honeycutt, & Casey, 1998;Fullerton & Kendrick, 2000;Maynard & Taylor, 1999;Wee, Choong, & Tambyah, 1995 Ford, LaTour, Honeycutt, and Joseph (1994) found that women from New Zealand were more critical of their portrayals as compared to their Thai counterparts.…”

Section: Evolutionary Psychology and Sexual Advertisingmentioning

confidence: 96%

Applying evolutionary psychology in understanding the representation of women in advertisements

Saad¹

2004

Psychology and Marketing

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One of the most ubiquitous creative copy decisions in advertising is to use young attractive women in decorative roles. Contrary to the mantra chanted by some staunch feminists, advertisers are not involved in a patriarchal white-male-dominated conspiracy to derogate, exploit, subjugate, and dominate women. Advertisers are concerned with providing messages that are maximally effective to their relevant target audience. Accordingly, they are well aware that in certain situations the use of decorative female models will appeal to a particular group of their constituency. Using evolutionary psychology as the explicative framework, it is argued that the greater use of young and attractive women in decorative roles in advertising is steeped in the differential mating strategies of the two sexes. An analysis of several content-analytic studies demonstrates that the more frequent use of women as young and attractive decorative models is longitudinally stable and culturally invariant further attesting to the Darwinian roots of this phenomenon. © 2004 Wiley Periodicals, Inc.Marketers wishing to advertise their products face two drastically different types of decisions. First, they must decide on the financial and logistical components of the advertising campaign. This includes determining the budget for the campaign, establishing its reach and frequency (i.e., gross rating points), deciding which promotional tools to use, and subsequently integrating these into a coherent advertising strategy. Second, they must make a slew of creative decisions with regard to the contents and executional formats of the advertisements. Should the ads employ humor? Should they be one-or two-sided? Should comparative ads be used? Will the audience be receptive to fear appeals? Would it be appropriate to use a celebrity endorser, and if so, which endorser would be most efficacious? The current work seeks to analyze one of these creative decisions, namely the manner in which women are depicted in advertisements. Specifically, it shall be demonstrated that evolutionary psychology (EP), a Darwinian framework that has gained increasing acceptance across the social sciences, is essential for a full and comprehensive understanding of this important issue.In the ensuing section, a brief description of the EP framework is provided and, subsequently, is contrasted to the standard social science model (SSSM), the leading epistemology in the social sciences. This is followed by a short discussion of the various ideological and epistemological attacks on Darwinian theory and the corresponding rebuttals. In the last section of the article, the viability of using EP in explaining the depiction of women in advertising is demonstrated and the latter approach is contrasted with that taken by gender feminists. EVOLUTIONARY PSYCHOLOGY VERSUS THE STANDARD SOCIAL SCIENCE MODELIn 1859, Charles Darwin published the Origin of Species, arguably the most powerful scientific treatise ever written. His theory of natural selection proposes that organisms evolve a...

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Gender Role Portrayals in Japanese Advertising: A Magazine Content Analysis

Cited by 103 publications

References 34 publications

Comparing Society’s Awareness of Women: Media-Portrayed Idealized Images and Physical Attractiveness

Comparing Society’s Awareness of Women: Media-Portrayed Idealized Images and Physical Attractiveness

Gender Stereotypes Depicted by Western and Korean Advertising Models in Korean Adolescent Girls’ Magazines

Applying evolutionary psychology in understanding the representation of women in advertisements

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