Sex Roles [sers] PP059-294986 February 22, 2001 10:45 Style ﬁle version Nov. 19th, 1999
Sex Roles, Vol. 43, Nos. 9/10, 2000
Men and Women in Indian Magazine
Advertisements: A Preliminary Report
Mount Saint Vincent University
Studies from developed nations indicate that women are generally portrayed
in advertisements as homemakers, dependent on men, and sex objects while
men are portrayed as dominant, authoritative ﬁgures. However, very few re-
searchers have examined role portrayals in ads from developing countries.
This study examined the portrayal of women and men in Indian magazine ads.
Over 1,100 magazine ads from a wide range of magazines in 1987, 1990, and
1994 were examined. Results indicate that although the portrayals of women
and men in Indian magazine ads have changed over the period, they are still
portrayed in stereotypical ways. Role portrayals in Indian magazine ads seem
to be inﬂuenced by the nature of the product being advertised. Similarities and
differences between role portrayals in Indian magazine ads and those from
other nations are also discussed.
Past research indicates that both men and women are portrayed in
stereotypical ways in magazine advertisements in most parts of the world
(e.g., Bretl & Cantor, 1988; Courtney & Lockeretz, 1971; Cutler, Javalgi, &
Lee, 1995; Goffman, 1976). Men and women appear in different roles, in dif-
ferent settings, and for different types of products (e.g., Bretl & Cantor, 1988;
Courtney & Lockeretz, 1971). Although strong similarities in gender-role
portrayals in ads have been noted across cultures, several differences have
also been identiﬁed (e.g., Milner & Collins, 1998; Wiles, Wiles, & Tjernlund,
To whom correspondence should be addressed at Department of Business Administration and
Tourism and Hospitality Management, Mount Saint Vincent University, Halifax, NS, Canada
B3M 2J6; e-mail: firstname.lastname@example.org.
2000 Plenum Publishing Corporation