Gender Stereotyping in U.S. Print Advertisements

An Analysis of the Development of Beauty Product Advertisements in "Cosmopolitan" and "Esquire"

Thèse de Master , 2017 , 105 Pages , Note: 1,8

Philologie Américaine - Autres

In contemporary society advertising is everywhere. Advertisement is always with us, no matter where we are. Although we are aware of the constant bombarding by advertisement everywhere we go, we hardly recognize the influence that it has on us. Thereby, advertising has a great influence on us as individuals and on society as a whole. Through the media, we make sense of our cultural identities, gender and sexuality.

The central goal of this book is to examine the development of presentations of gender stereotypes in print advertisements over a time period of 40 years via content analysis of a sample of magazine advertisements. The key questions are: How do U.S. print advertisements construct gender stereotypes? How did these stereotypes develop and do they have an influence on the consumer and the U.S. culture?

Content analysis has been proven in decades of research on gender stereotyping as it relates to mass media and because this is an appropriate method to not only focus on images, but also on verbal messages. Magazines present an especially enduring, popular medium, thus this study focuses on gender stereotypes in print advertisements of magazines. More specifically, it focuses on the magazines Cosmopolitan and Esquire due to the varying target audiences, and because they might be a potential indicator of U.S. magazine advertising in general. To further limit the object of investigation, this study concentrates on beauty product advertisements.

From the text:
- Gender studies;
- Cosmopolitan;
- Esquire;
- Identity;
- U.S. Magazines

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Definitions of Sex, Gender and Stereotypes
• Sex
• Gender
• Stereotypes
• General Information on Advertisement
• A Brief History of Advertisements
• Print Advertisements
• An Analysis of Print Advertisements
• The Magazines Cosmopolitan and Esquire
• Gender Constructions in Cosmopolitan Advertisements
• Gender Constructions in Esquire Advertisements
• The Development of the Portrayal of Women
• The Development of the Portrayal of Men
• The Depiction of Women in Comparison with the Depiction of Men
• Conclusion and Outlook

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This work examines the portrayal of gender in U.S. print advertisements. It analyzes the development of beauty product advertisements in Cosmopolitan and Esquire magazines, exploring how these advertisements construct gender roles and stereotypes.

• The evolution of gender representations in print advertisements.
• The role of beauty product advertisements in shaping and reinforcing gender norms.
• The influence of social and cultural contexts on the portrayal of gender in advertisements.
• The impact of gender stereotypes on consumer perceptions and behavior.
• The changing landscape of gender representations in advertising.

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter sets the stage for the analysis by providing an overview of the research topic and outlining the key questions that will be addressed.
• Definitions of Sex, Gender and Stereotypes: This chapter clarifies the definitions of sex, gender, and stereotypes, providing a theoretical framework for the analysis.
• General Information on Advertisement: This chapter discusses the history of advertising and the specific features of print advertisements.
• An Analysis of Print Advertisements: This chapter focuses on the analysis of advertisements in Cosmopolitan and Esquire magazines, examining the representations of gender in these publications.

Schlüsselwörter (Keywords)

This study delves into the key concepts of gender stereotyping, print advertisements, beauty product advertisements, Cosmopolitan and Esquire magazines, gender representations, and the development of gender roles.

• Université: University of Duisburg-Essen
• Note: 1,8
• Auteur: Sarah Höchst (Auteur)
• Année de publication: 2017
• Pages: 105
• N° de catalogue: V370112
• ISBN (ebook): 9783668497276
• ISBN (Livre): 9783960951032
• Langue: anglais
• mots-clé: Gender, Gender Stereotyping, U.S.A., United States, America, U.S. American Print Advertisements, Advertisement, Print Advertisement, Stereotype, Analysis, Beauty Product, Cosmopolitan, Esquire, Advertisements, Print Advertisements, Stereotypes, Magazine, Magazines, Sex, Gender Construction, Gender Constructions, 1980s, 1990s, 2000s, 2010s, Magazine Advertisement, Magazine Advertisements, Cosmopolitan Advertisement, Cosmopolitan Advertisements, Esquire Advertisement, Esquire Advertisements, Woman, Women, Portrayal of Women, Development of the Portrayal of Women, Portrayal of Men, Development of the Portrayal of Men, Depiction of Women, Depiction of Men, Development of the Depiction of Women, Development of the Depiction of Men, Women in Comparison with Men, Content Analysis, U.S. Consumer, U.S. Culture