Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

A content analysis was conducted to examine the portrayal of beauty types and occupational roles of female figures in magazine advertisements. A systematic random sample of 215 advertisements from a popular lifestyle magazine in Hong Kong was analyzed. Results provide evidence of gender role stereotypes. Two thirds of the advertisements adopted classic/feminine beauty type. The other two common beauty types were sex kitten and casual. Over-representation of Caucasian models was found as one-third of the female figures were Caucasian and other minorities. Caucasian models were more likely to be portrayed in trendy beauty type. Over half of the advertisements portrayed females in decorative roles and thirty percent portrayed females as celebrities. Recreational roles and professional roles were featured less frequently. Advertisements for products target females were more gender stereotyped than advertisements for products target males and females. The lack of variety in beauty types and occupational roles among female figures were discussed.

Publication Year

2012

Journal Title

Journal of Asian Pacific Communication

Volume number

22

Issue number

1

Publisher

John Benjamins Publishing

First Page (page number)

78

Last Page (page number)

96

Referreed

1

DOI

10.1075/japc.22.1.05cha

ISSN (print)

09576851

Link to Publisher’s Edition

http://dx.doi.org/10.1075/japc.22.1.05cha

Keywords

cultivation, Asian stereotypes, print advertisements, content analysis, gender portrayal

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