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

Ferguson, Jill Hicks; Kreshel, Peggy J.; Tinkham, Spencer F.
March 1990
Journal of Advertising;1990, Vol. 19 Issue 1, p40
Academic Journal
The stated advertising policy of Ms. magazine precludes the acceptance of advertisements for products that are "harmful" or advertisements that are insulting to women. This study employs manifest and latent content analysis to assess the extent to which Ms. advertising, over the first 15 full years of its publication has carried out this policy. The findings suggest that a substantial proportion of Ms. advertising promotes products generally considered "harmful." Also, while the portrayal of women as subordinate to men or as merely decorative has decreased over time, Ms. advertising has increasingly portrayed women as alluring sex objects. Possible reasons for the trends revealed here are discussed.


Related Articles

  • Pain in advertising: an analysis of the content and design of the advertisements in press after 11-M terrorist attacks. Martínez Pastor, Esther; Montes Vozmediano, Manuel // Communication & Society;01/01/2015, p115 

    On the anniversary of the attacks of 11 March 2004 which occurred in Madrid, we conducted a study which focused on the advertising published the days following the attacks. This study examines the message content and layout of ads across a sample of 178 advertisements published in the Spanish...

  • Female role portrayal in South African magazine advertisements. Lauer, J. // Communicare;Jul2013, Vol. 32 Issue 1, p21 

    Even though women actually fulfil many roles in real life, advertisements targeting female consumers are often accused of depicting women in traditionally stereotypical roles. The purpose of this article is to analyse the visual elements of the roles portrayed by female models in South African...

  • Oh Yes, It's Ladies' Night (Again). Wasserman, Todd // Brandweek;10/19/2009, Vol. 50 Issue 37, p25 

    The article focuses on print advertising for Passionne, a liquor brand, which appeared in the "New York Times Magazine." The advertising features a photograph of five women in what could be interpreted as sexually suggestive lesbian poses. The author notes that another liquor advertisement, for...

  • A Comparison of Print Advertisements from the United States and France. Biswas, Abhijit; Olsen, Janeen; Carlet, Valerie // Journal of Advertising;Dec92, Vol. 21 Issue 4, p73 

    This study extends the research on cross-cultural advertising by comparing print advertisements from the United States and France in terms of emotional appeals, information content, and use of humor and sex. A content analysis of advertisements from two types of magazines from the United States...

  • Depiction of Idealized Youth Lifestyles in Magazine Advertisements: A Content Analysis. Peterson, Robin T. // Journal of Business Ethics;Apr94, Vol. 13 Issue 4, p259 

    The study described in this manuscript examines the extent to which children are depicted as: (a) scholarly, and (b) non-scholarly in magazine advertisements and the degree to which children in the two classes were portrayed favorably or unfavorably. The study indicated that children were often...

  • A Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient. Stern, Barbara B. // Journal of Advertising;Jun94, Vol. 23 Issue 2, p5 

    The purpose of this paper is to present a revised communication model that describes advertising by drawing upon its kinship with crafted text rather than with everyday speech. The model expands the traditional communication triad by inscribing advertisers, promotional text, and consumers as...

  • A Content Analysis of Magazine Advertisements from the United States and the Arab World. Al-Olayan, Fahad S.; Karande, Kiran // Journal of Advertising;Fall2000, Vol. 29 Issue 3, p69 

    In recent years, a wealth of literature has increased our understanding of cross-cultural differences in advertising content. Abernethy and Franke (1996) point out a gap in literature stating that 'no study has examined the advertising information in any African nation, any part of the Middle...

  • Stands in Politics. Nelson, John S. // Journal of Politics;Feb84, Vol. 46 Issue 1, p106 

    Analyzes the concept of political stand. Discussion on stand as a distinct project of political action; Difference between stand and stance in relation to principle and compromise; Ethics concerning stand; Characteristics of the stand; Examples that may possibly illustrate the concept of stand.

  • From the Editor.  // Keyboard;Sep2010, Vol. 36 Issue 9, p10 

    The article focuses on the medium of advertisement that people most like in which a poll regarding the medium of advertising is posted in the website of the "Keyboard Magazine" leading to the print advertising as the first choice of the people.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics