The portrayal of men's and women's occupational roles and the settings of the portrayals in magazine advertisements from 1958-1988
This study investigated the portrayal of men's and women's occupational roles and settings in magazine advertising from 1958-1988. A review of the literature revealed there was a need to update investigations focusing on women's working/nonworking roles. Moreover, there was a gap in...
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1984
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ndltd-pacific.edu-oai-scholarlycommons.pacific.edu-uop_etds-31032021-10-05T05:13:44Z The portrayal of men's and women's occupational roles and the settings of the portrayals in magazine advertisements from 1958-1988 Velazquez, Juan Carlos This study investigated the portrayal of men's and women's occupational roles and settings in magazine advertising from 1958-1988. A review of the literature revealed there was a need to update investigations focusing on women's working/nonworking roles. Moreover, there was a gap in the literature investigating the portrayal of men's roles. A content analysis of 240 randomly selected advertisements indicated there were no significant changes in the portrayal of occupational roles. However, the data suggest that the settings in which women were depicted changed more than the settings for men. The majority of the ads showed women in outside/recreational and no settings. Moreover, women were pictured in more varied settings than men including nontraditional portrayals. Although there was a slight increase in the portrayal of women in working roles, the increment was diminished in its significance by the high level of decorative role portrayals. According to past researchers, such a neutral portrayal may be a means of offending fewer consumers and avoiding making judgments about sex roles altogether. 1984-01-01T08:00:00Z text application/pdf https://scholarlycommons.pacific.edu/uop_etds/2104 https://scholarlycommons.pacific.edu/cgi/viewcontent.cgi?article=3103&context=uop_etds University of the Pacific Theses and Dissertations Scholarly Commons Advertising Research Occupations Sex role in advertising United States Communication |
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Advertising Research Occupations Sex role in advertising United States Communication |
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Advertising Research Occupations Sex role in advertising United States Communication Velazquez, Juan Carlos The portrayal of men's and women's occupational roles and the settings of the portrayals in magazine advertisements from 1958-1988 |
description |
This study investigated the portrayal of men's and women's occupational roles and settings in magazine advertising from 1958-1988. A review of the literature revealed there was a need to update investigations focusing on women's working/nonworking roles. Moreover, there was a gap in the literature investigating the portrayal of men's roles. A content analysis of 240 randomly selected advertisements indicated there were no significant changes in the portrayal of occupational roles. However, the data suggest that the settings in which women were depicted changed more than the settings for men. The majority of the ads showed women in outside/recreational and no settings. Moreover, women were pictured in more varied settings than men including nontraditional portrayals. Although there was a slight increase in the portrayal of women in working roles, the increment was diminished in its significance by the high level of decorative role portrayals. According to past researchers, such a neutral portrayal may be a means of offending fewer consumers and avoiding making judgments about sex roles altogether. |
author |
Velazquez, Juan Carlos |
author_facet |
Velazquez, Juan Carlos |
author_sort |
Velazquez, Juan Carlos |
title |
The portrayal of men's and women's occupational roles and the settings of the portrayals in magazine advertisements from 1958-1988 |
title_short |
The portrayal of men's and women's occupational roles and the settings of the portrayals in magazine advertisements from 1958-1988 |
title_full |
The portrayal of men's and women's occupational roles and the settings of the portrayals in magazine advertisements from 1958-1988 |
title_fullStr |
The portrayal of men's and women's occupational roles and the settings of the portrayals in magazine advertisements from 1958-1988 |
title_full_unstemmed |
The portrayal of men's and women's occupational roles and the settings of the portrayals in magazine advertisements from 1958-1988 |
title_sort |
portrayal of men's and women's occupational roles and the settings of the portrayals in magazine advertisements from 1958-1988 |
publisher |
Scholarly Commons |
publishDate |
1984 |
url |
https://scholarlycommons.pacific.edu/uop_etds/2104 https://scholarlycommons.pacific.edu/cgi/viewcontent.cgi?article=3103&context=uop_etds |
work_keys_str_mv |
AT velazquezjuancarlos theportrayalofmensandwomensoccupationalrolesandthesettingsoftheportrayalsinmagazineadvertisementsfrom19581988 AT velazquezjuancarlos portrayalofmensandwomensoccupationalrolesandthesettingsoftheportrayalsinmagazineadvertisementsfrom19581988 |
_version_ |
1719487606711910400 |