Exploring Gender Stereotypes in American and Mexican Magazine Advertisements  

作　　者：Jose L. Vasquez Jinbong Choi 

机构地区：[1]Texas State University-San Marcos, Texas, USA [2]Sungkonghoe University, Seoul, South Korea Texas State University-San Marcos, Texas, USA

出　　处：《Journalism and Mass Communication》2013年第3期154-168,共15页新闻与大众传媒（英文版）

摘　　要：This study analyzed gender stereotypes in American and Mexican magazine advertisements. The researchers conducted a content analysis of four major fashion magazines （i.e., Vogue, Cosmopolitan, People en Espahol, and Vanidades）, using KANG＇s （1997） scales of gender behaviors inspired by Goffman＇s （1979） gender studies. The researcher obtained findings by averaging the overall sum of each country＇s stereotypes by comparing them for any similarities or disparities. The results suggest a similar amount of gender stereotypes across both countries, specifically in the gender categories of ＂feminine touch＂, ＂licensed withdrawal＂, and ＂body display＂. Overall, findings from this study provide further implications for future researchers and marketers. Future researchers should further analyze gender behavior by conducting a longitudinal study of the various types of gender stereotypes at an international level. Additional implications and future research ideas are discussed throughout this research.

关 键 词：magazine advertisement gender stereotype international advertising fashion magazine 

分 类 号：Q344.2[生物学—遗传学] G237.5[文化科学]