Gender Stereotyping in U.S. American Print Advertisements

Auteurs

• Sarah Höchst

Paramètres

• Sciences sociales

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In contemporary society, advertising permeates every aspect of our lives, often going unnoticed despite its significant influence on individuals and society. Through media, we shape our cultural identities, gender, and sexuality. This study examines the evolution of gender stereotypes in print advertisements over 40 years, utilizing content analysis of magazine ads. Key questions include how U.S. print advertisements construct gender stereotypes, their development, and their impact on consumers and culture. Content analysis has been effective in decades of research on gender stereotyping in mass media, making it suitable for examining both images and verbal messages. Magazines are a longstanding and popular medium, so the focus is on gender stereotypes in print ads, specifically in Cosmopolitan and Esquire, which target different audiences and may reflect broader trends in U.S. magazine advertising. The investigation is further narrowed to beauty product advertisements, highlighting the interplay between advertising and societal perceptions of gender.

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• Année de publication: 2017