In the Pages of Ms.: Sex Role Portrayals of Women in Advertising

Ferguson, Jill Hicks; Kreshel, Peggy J.; Tinkham, Spencer F.

doi:10.1080/00913367.1990.10673179

Cited by 146 publications

(106 citation statements)

References 25 publications

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“…This prevalence indicates that South African advertisers feature female portrayals that do not fit into commonly identified categories. While previous studies indicated an "other" category (Das 2011;Ferguson et al 1990;Milner and Higgs 2004;Sullivan and O'Connor 1988), they did not explore the depictions within it. In this study, the exploration of "other" portrayals identified four new female roles: leisure woman, sportswoman, spokesperson and customer; each representing newly portrayed, atypical dimensions of the modern South African woman.…”

Section: "Other" Portrayals In Magazine and Television Advertisingmentioning

confidence: 99%

“…Table 1 presents a summary of role categories over the decades since the 1970s (focusing on portrayals of adults). (Bretl and Cantor 1988;Ferrante et al 1988;Sullivan and O'Connor 1988) (Ferguson et al 1990;Mazzella et al 1992;Mwangi 1996;RudanskyKloppers 1991;Siu and Au 1997;Wee et al 1995) (Bolliger 2008;Collins 2011;Das 2011;Furnham and Paltzer 2010;Koerning and Granitz 2006;Milner 2005;Plakoyiannaki and Zotos 2009;Razzouk et al 2003 (Ferguson et al 1990;Mazzella et al 1992;Siu and Au 1997;Wee et al 1995) (Das 2011;Furnham and Paltzer 2010;Milner 2005) The categories in Table 1 Some studies note a category of "other"; however, none reports further examination of the depictions within it. The "other" category thus represents an opportunity to analyse atypical depictions and possibly reveal new roles.…”

Section: An Overview Of Research On Gender Roles In Advertisingmentioning

confidence: 99%

“…Four years following that, the seminal study by McArthur and Resko (1975) set the scene for research on the topic. A large number of studies in subsequent years used their scheme, some employing slightly different approaches (Collins 2011;Ferguson, Kreshel and Tinkham 1990;Sullivan and O'Connor 1988). Many studies included a category for "other"; however, none reported investigating it to reveal possible new portrayals.…”

Section: An Overview Of Research On Gender Roles In Advertisingmentioning

confidence: 99%

See 2 more Smart Citations

Through the looking-glass: Exploring the wonderland of ‘other’ female portrayals in advertising

Maree

2014

Communicatio

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Research on gender portrayals in advertising are prolific and mostly focus on stereotypical roles. However, there is no previous research report analysing portrayals that fall into the "other" category of female roles. This paper aims to provide an outline of female role portrayals in advertising and, importantly, to examine the "other" role category for new portrayals. A quantitative content analysis was conducted on samples of South African magazine and television advertisements. The findings indicate that the stereotypical decorative role was prevalent in magazine advertisements. In television advertisements the product user was the person most often featured. A detailed analysis of the "other" category in both media revealed four new role portrayals. These new roles represent a different view of the modern woman and may be used to differentiate effectively those brands in media that are cluttered with advertising messages. The research provides direction for future content analytic studies on the topic of female portrayals in advertising.

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Section: "Other" Portrayals In Magazine and Television Advertisingmentioning

confidence: 99%

Section: An Overview Of Research On Gender Roles In Advertisingmentioning

confidence: 99%

Section: An Overview Of Research On Gender Roles In Advertisingmentioning

confidence: 99%

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Through the looking-glass: Exploring the wonderland of ‘other’ female portrayals in advertising

Maree

2014

Communicatio

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“…Literature on women's magazines has focused on the content, readership, and use of magazines for women's development, beauty, parenting, and housekeeping, with women being portrayed in stereotypical ways (Ferguson, Kreshel, & Tinkham, 1990;Jhally, Leiss, & Kline, 1986;Taylor & Lee, 1994). At the same time, recent studies present alternate images of the workingwomen, fashionable, trendy, financially-independent, frequently-travelling, and occupying managerial platforms.…”

Section: Traditional Print Magazines and Online Women's Magazinesmentioning

confidence: 99%

Online Women’s Magazines: Differences in Perceptions between Print and Online Magazines among Female Readers

Karan

Park

Xie

2016

AJC

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Popular women's magazines have gone online and are gaining increased readership because of their interactive content, videos, and discussion forums. This study examines women's perceptions and behaviors toward online women's magazines based on an online survey of 257 female magazine readers. We found that, compared with their print counterparts, online magazines were perceived to be easier to read, skip ads, order products, search for, save and share information and comment on articles. Moreover, most female readers are positive toward the technological merits of online women's magazines. Younger, less-educated, and less affluent readers showed a more positive attitude toward online women's magazines than older, more educated, and more affluent readers did. However, female readers' involvement with and engagement in the interactive features of online magazines were found to be low. Implications and suggestions for future research were discussed.

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“…In this case, women are often portrayed as an aesthetic object of desire for men (Ferguson, Kreshel and Tinkham 1990;Reichert et al 1999). This practice of portraying the female body as a desirable object reinforces stereotypical gender roles and has serious negative consequences, especially in the way women experience their bodies (Tiggemann and McGill 2004).…”

Section: Social Wellbeingmentioning

confidence: 99%

The Impact of Ethical Concerns on Fashion Consumerism: A Review

Cavusoglu¹,

Dakhli²

2016

MGDR

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Ethical and sustainable business practices have become some of the most significant concerns in the highly globalized fashion industry. Firms in this multi-billion dollar industry are taking these concerns seriously, and are carefully monitoring and responding to consumers' actions that can range from expressing displeasure via social media to holding protests or even calling for boycotts of certain brands and firms. In this paper, the first output from a larger project on ethics of fashion, we review the extant literature on the ethical aspects of the global fashion system; and set the stage for further empirical and conceptual work.

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In the Pages of Ms.: Sex Role Portrayals of Women in Advertising

Cited by 146 publications

References 25 publications

Through the looking-glass: Exploring the wonderland of ‘other’ female portrayals in advertising

Through the looking-glass: Exploring the wonderland of ‘other’ female portrayals in advertising

Online Women’s Magazines: Differences in Perceptions between Print and Online Magazines among Female Readers

The Impact of Ethical Concerns on Fashion Consumerism: A Review

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