Is gender stereotyping in advertising more prevalent in masculine countries? A cross‐national analysis

Is gender stereotyping in advertising more prevalent in masculine countries? A cross‐national... The objective of this study is to test whether gender stereotyping in printed advertising is more prevalent in masculine as opposed to feminine countries. We consider this to be important, as advertising is generally more influential than literature in spreading stereotypical ideas, given its high accessibility. Moreover, the way in which sexes are portrayed in advertising affects people's perceptions of gender roles in real life. Using content analysis, we collected empirical data on gender stereotyping of women depicted in 946 printed advertisements from two European countries widely differing in their level of masculinity - the UK and The Netherlands. The results indicate that a country's masculinity index is hardly related to the use of gender stereotyping in printed advertising, potentially implying that other factors underlie the use of gender stereotyping. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Is gender stereotyping in advertising more prevalent in masculine countries? A cross‐national analysis

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330210435690
Publisher site
See Article on Publisher Site

Abstract

The objective of this study is to test whether gender stereotyping in printed advertising is more prevalent in masculine as opposed to feminine countries. We consider this to be important, as advertising is generally more influential than literature in spreading stereotypical ideas, given its high accessibility. Moreover, the way in which sexes are portrayed in advertising affects people's perceptions of gender roles in real life. Using content analysis, we collected empirical data on gender stereotyping of women depicted in 946 printed advertisements from two European countries widely differing in their level of masculinity - the UK and The Netherlands. The results indicate that a country's masculinity index is hardly related to the use of gender stereotyping in printed advertising, potentially implying that other factors underlie the use of gender stereotyping.

Journal

International Marketing ReviewEmerald Publishing

Published: Aug 1, 2002

Keywords: Stereotyping; United Kingdom; The Netherlands; Advertising; National cultures

References

  • A comparison of gender role portrayals in magazine advertising: The Netherlands, Sweden and the USA
    Wiles, J.A.; Wiles, C.R.; Tjernlund, A.

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