Female role stereotypes in print advertising

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Abstract
Purpose: The purpose of this study is three‐fold: to provide recent evidence in the UK on the frequency of appearance of female role portrayals in print advertisements; to compare female role stereotypes across magazine types; and to explore the interface between female role stereotypes and product categories.Design/methodology/approach: An integrative approach to content analysis was used in order to analyze advertising communication in print media. The sample consisted of n=3,830 advertisements published in ten high circulation UK magazines.Findings: The study indicates that women in UK magazine advertisements are mainly portrayed in decorative roles; and that female role stereotypes vary significantly across magazine types. The findings also suggest that there is an association between product categories and female role stereotypes.Practical implications: The study highlights the need for the advertising industry in the UK to adjust its communication practices to the changing role of women in society.Originality/value: The study extends research in the area of female role stereotypes in print advertising by considering the frequency of female role portrayals across different magazine types; and investigating the association between product categories and female role stereotypes.

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