Abstract
This study examines the role portrayal of men and women in general audience, men's, and women's magazines. The Courtney and Lockeretz (1971) classification scheme was used in order to make comparisons over time. The findings suggest that some improvement has occurred in the extent to which women are shown in a working role relative to men. The data also suggests that a trend toward greater use of the decorative (inactive) nonworking role for both sexes has peaked and has reversed. The study also found that excessive nudity is most often found in ads in women's magazines using female models.
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Kellerman, B.J. (2015). An Update on the Role Portrayal of Men and Women in Magazine Advertising. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_61
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DOI: https://doi.org/10.1007/978-3-319-17049-7_61
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