Images of Women in Magazine Advertisement

http://findarticles.com/p/articles/mi_m2294/is_n11-12_v37/ai_20391904/pg_1?tag=artBody;col1

Advertisements have consistently confined women to traditional mother-, home-, or beauty/sex-oriented roles that are not representative of women's diversity.

· Courtney and Lockeretz (1979) examined images of women in magazine advertisements. They reported the following findings:
Ø Women were rarely shown in out-of-home working roles.
Ø Not many women were shown as a professional or high-level business person.
Ø Women rarely ventured far from home by themselves or with other women.
Ø Women were shown as dependent on men's protection.
Ø Men were shown regarding women as sex objects or as domestic adjuncts.
Ø Females were most often shown in ads for cleaning products, food products, beauty products, drugs, clothing, and home appliances.
Ø Males were most often shown in ads for cars, travel, alcoholic beverages, cigarettes, banks, industrial products, entertainment media, and industrial companies.