Female Image in Advertising in The Eva Magazine and Eva.Bg in 2020 – A Comparative Analysis
DOI:
https://doi.org/10.37075/YB.2022.2.15Keywords:
Online advertisements, Female role stereotypes, Sexism, Global products, Gender roles, Gender stereotypes, Advertising, Magazines, Content analysisAbstract
The objective of the present study is an analysis of gender stereotypes in advertisements in the Eva magazine and eva.bg, in 2020. For this purpose, the content analysis method is used to analyze a systematic random sample of over 500 advertisements, both print and online. Observation is made about the differences between the femlale image in print and in online advertising in the same media.The results indicate that women are generally portrayed in a stereotypical way, supporting the notion that sexism is prevalent in advertisements. Results provide evidence of gender role stereotypes. Portrayal of women varies considerably – from “decorative” female images; through polarizing depictions of women in “dependent” or “non-traditional” roles; to portrayals of women as housewives or equal to men. The comparison of results with those of other researches shows that female image stereotypes in advertising are very similar to the previous ones described by Goffman and Kang. Implications and future research directions are discussed.References
Belkaoui, Ahmed & Belkaoui, Janice M. (1976). A Comparative Analysis of the Roles Portrayed by Women in Print Advertisements: 1958, 1970, 1972. Journal of Marketing Research, XIII, 168-72. DOI: https://doi.org/10.2307/3150853
Goffman, E. (1979). Gender advertisements. Cambridge, MA: Harvard University Press. DOI: https://doi.org/10.2307/2577822
Kang, Mee-Eun (1997). The portrayal of women’s images in magazine advertisements: Goffman’s gender analysis revisited. Sex Roles, 37, 979-997. DOI: https://doi.org/10.1007/bf02936350
Lindner, Katharina (2004). Images of Women in General Interest and Fashion Magazine Advertisements from 1955 to 2002. Sex Roles: A Journal of Research, pp. 409-421. DOI: https://doi.org/10.1023/b:sers.0000049230.86869.4d
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Copyright (c) 2022 Nadya Stanoeva (Author)
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