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ERIC Number: ED309477
Record Type: Non-Journal
Publication Date: 1989-Aug
Pages: 28
Abstractor: N/A
Reference Count: N/A
Demographics vs. Demigoddesses: A New "Generation" of Advertising Images to Women.
Lazier-Smith, Linda
To answer the question of whether today's ads are culturally faithful in the depiction and portrayal of women, a study compared the findings of two 1970s studies of advertisements in four national magazines--"Ms.,""Playboy,""Time," and "Newsweek" as well as a film reflecting the findings--with a replication of studies done in the 1980s. In the new study, 10 ads from each monthly issue of each magazine for 1 year (1986-87) were coded, and a scale that attempted to "measure" sexism was applied. Content analysis revealed that: (1) advertising does reflect a cultural faithfulness, but not demographics or being "true to the facts of customary beliefs, social forms and material traits"; (2) the ads reflected the culture's stereotypes, bigotries, dominant values, sexism, chauvinism, and biases; (3) the ads also reflected the traditional balance of power, a tendency toward the status quo, and the confusion in the culture concerning women's role; and (4) although the demographics (the math) has changed dramatically, the attitude (the mentality) has not. (One table of data is included, and 23 references are appended.) (MS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A