Document Type

Journal Article

Department/Unit

Department of Communication Studies

Language

English

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.

Keywords

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

Publication Date

4-2012

Source Publication Title

Journal of Asian Pacific Communication

Volume

22

Issue

1

Start Page

78

End Page

96

Publisher

John Benjamins Publishing

Peer Reviewed

1

DOI

10.1075/japc.22.1.05cha

Link to Publisher's Edition

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

ISSN (print)

09576851

ISSN (electronic)

15699838

Included in

Communication Commons

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