Advertisements from magazines aimed at AfricanAmericans were compared to ads from magazines aimedpredominantly at Whites. Over 200 magazineadvertisements were analyzed according to Goffman's(1976) rubrics of licensed withdrawal, function ranking,relative size, ritualization of subordination, femininetouch, and the family. Results indicated that the adsfrom White-oriented magazines were characterized by relatively frequent displays of licensedwithdrawal and ritualization of subordination. Thoseaimed at African Americans, however, were characterizedby more frequent portrayals of the family. Almost half of each sample were classified into an“other” category which followed none ofGoffman's rubrics. Results are discussed in terms of thedemand characteristics implicit in gender advertisements and in terms of cultural differences in genderrole expectations.
Sex Roles – Springer Journals
Published: Sep 30, 2004
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera