TITLE

Gender Role Portrayals in Japanese Advertising: A Magazine Content Analysis

AUTHOR(S)
Ford, John B.; Kramer Voli, Patricia; Honeycutt Jr., Earl D.; Casey, Susan L.
PUB. DATE
March 1998
SOURCE
Journal of Advertising;Spring98, Vol. 27 Issue 1, p113
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The authors report a content analysis that assessed gender role portrayals in advertisements from highest circulation Japanese magazines. They found that, although some indigenous gender stereotyping was evident, several traits previously associated with Japanese women (devoted, obliging, rattle-brained, superstitious, thorough) were associated with men. Also, men were not linked with certain stereotypical male traits (autocratic, blustery, forgiving, generous, severe). Other findings included women being shown in a positive way as often as men. In terms of common international stereotypes, women were not associated with low priced products or portrayed as being more deferential than men. However, women still were portrayed as more concerned with appearance and as younger than men, were not depicted as product authorities, and were shown more often in sexist than in nonsexist depictions.
ACCESSION #
930639

 

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