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ERIC Number: ED409849
Record Type: Non-Journal
Publication Date: 1997
Pages: 13
Abstractor: N/A
Reference Count: N/A
Gender Equity in Advertising on the World-Wide Web: Can it be Found?
Kramer, Kevin M.; Knupfer, Nancy Nelson
Recent attention to gender equity in computer environments, as well as in print-based and televised advertising for technological products, suggests that gender bias in the computer environment continues. This study examined gender messages within World Wide Web advertisements, specifically the type and number of visual images used in Web banner advertisements, gender roles depicted within them, and whether these advertisements contribute to the established stereotypes regarding roles of computer users. The Internet sampling was done on a Power Macintosh computer using Netscape Navigator, version 2.0. Over 50 banner ads were selected from topical pages in the five search engine services available with Netscape. Most of the visual representations of women in Web advertising are a reflection of current trends used in other media. The ads tend to depict women in supportive or subordinate roles. Consistent with other commercial advertising formats, males were found in the leadership and authority roles, while females were generally portrayed in more passive roles. When women were the only individuals in the advertisement, the ad copy usually reflected a biased message toward the abilities and function of the women in their roles as professionals. Educators can play a significant role in the process of promoting gender equity in advertising by exposing the practices in society that are biased, especially those related to computers. Sixteen figures offer sample advertisements. (Contains 18 references.) (AEF)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A