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Martinson, Melissa M. "Visual depictions of gender in parent magazines." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5627.
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Thesis (M.A.)--University of Missouri-Columbia, 2008.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on September 8, 2008) Includes bibliographical references.
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Henry, Catherine Lorraine. "Sex-stereotyped role-models in television advertisements : a content analysis." Scholarly Commons, 1989. https://scholarlycommons.pacific.edu/uop_etds/2180.
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This study sought to provide more complete information on the relationship of male and female voice-overs to male and female role portrayals in advertisements, patterns between the use of voice-overs and the product advertised, and a comparison of findings with the results of previous research.
The content of a sample of television advertisements broadcast during the summer of 1988 was examined. Voice-overs were found to be predominately male with female voice-overs occurring in just ten percent of those advertisements that used voice-over talent. It was also found that female voice-overs are more likely to be heard in household and hygiene commercials than in an advertisement for any other product. The roles portrayed by men and women in this sample remained consistent with traditional sex-stereotyped norms. The data show that women are still most frequently represented in non-salaried occupations and when represented as professionals fall into traditional accepted occupations such as nursing and caterering. The data indicate that for most of the variables the image of women portrayed in these commercials has changed little in the past ten years.
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Ji, Hong. "Advertising appeals and gender images in Shishang Cosmopolitan and Shishang Esquire : a longitudinal and cross-cultural analysis /." View abstract, 2005. http://wwwlib.umi.com/dissertations/fullcit/3203333.
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Finn, Jennifer. "Marketing to women a content analysis of Good Housekeeping magazine advertisements from 1955 to 2005 /." Laramie, Wyo. : University of Wyoming, 2008. http://proquest.umi.com/pqdweb?did=1798481041&sid=1&Fmt=2&clientId=18949&RQT=309&VName=PQD.
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Lai, Yeung Wai-ching Susanna. "Sex stereotyping in the mass media in Hong Kong." Hong Kong : University of Hong Kong, 1990. http://sunzi.lib.hku.hk/hkuto/record.jsp?B18033829.
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Niemann, Christoph. "Geschlechterrollen in der Werbung Rollenverteilung, Klischees, Vorurteile." Saarbrücken VDM, Müller, 2006. http://deposit.d-nb.de/cgi-bin/dokserv?id=2855423&prov=M&dok_var=1&dok_ext=htm.
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Lai, Yeung Wai-ching Susanna, and 勵楊蕙貞. "Sex stereotyping in the mass media in Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1990. http://hub.hku.hk/bib/B31955939.
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Ryczkowski, Angela Rose. "Perception and reality an examination of American print advertising /." Click here to access thesis, 2005. http://www.georgiasouthern.edu/etd/archive/Summer2005/aryczkow/ryczkowski_angela_r_200505_mfa.pdf.
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Thesis (M.F.A.)--Georgia Southern University, 2005."A thesis submitted to the Graduate Faculty of Georgia Southern University in partial fulfillment of the requirements for the degree Master of Fine Art" ETD. Includes bibliographical references (p. 44-47)
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Alexander, Phillip Elliott. "The relationship between masculinity ideology and gender role conflict to parenting and marital issues /." free to MU campus, to others for purchase, 1997. http://wwwlib.umi.com/cr/mo/fullcit?p9842506.
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Bäcklund, Jakob, Fredrik Lorentzon, and Kristian Kurtovic. "Male sex role portrayals in advertising : A quantitative study on brand attitudes among married and unmarried females." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-34495.
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Advertising plays an important role in society, since it reflect the norms and also helps create and educate social roles and values. However, advertising might not always be a true reflection of the reality, and instead might create and uphold negative cultural stereotypes. Sex-role portrayals refers to the study of how genders are portrayed within advertising and how these are characterized in relation to other characters and knowledge of how to portray the male gender is paramount for marketing practitioners. The decisions on how to do so must be based on the targeted segments and a consumer segmentation that in such a context must be given attention are married and unmarried women. In a two-step study, the purpose is to "explain the brand attitudes of married and unmarried women in advertisement with a traditional and non-traditional male portrayal" The initial first step utilized a qualitative approach consisting of a focus group with the aim to confirm or challenge previous theories of what is considered to be a traditional and non-traditional way of portraying the male gender within advertising. Emerging from this are two written advertisements, one with a traditional male and one with a non-traditional male, that are included in the subsequent step. Taking on a quantitative approach, the second step took on measures of brand attitude among married and unmarried women in a total of 205 self-completion questionnaires. The results indicated a more favorable evaluation elicited from the non-traditional male portrayal, with limited variance between the segments.
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Sugiarto, Catur. "The role of religiosity and ad skepticism on the perception of sexually offensive advertising." Thesis, Aix-Marseille, 2018. http://www.theses.fr/2018AIXM0116.
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Cette thèse étudie le rôle de la religion et du scepticisme vis-à-vis de la publicité dans l’évaluation par les consommateurs de visuels publicitaires sexuellement choquants. L’étude qualitative 1 a pour objectif d’explorer les questions éthiques et culturelles contribuant au développement du scepticisme envers publicités sexuellement choquantes. La méthodologie choisie s’est composé 22 entretiens semi-directifs auprès de consommateurs indonésiens. Les publicités à contenu sexuel choquant sont perçues comme trompeuses et irritantes et que les consommateurs développent fréquemment une forme de scepticisme face à ces visuels. L’étude qualitative 2, une netnographie montrent que les consommateurs ont la capacité de juger le motif de l'utilisation du contenu sexuel créé par le marketing que nous avons identifié comme le symptôme du scepticisme publicitaire. Enfin, l’étude quantitative a poursuivi une méthode quasi-expérimentale afin d’étudier le rôle du scepticisme, de la religiosité et des exécutions publicitaires sur les réactions des consommateurs envers les publicités sexuellement choquantes et les conséquences pour la marque. 1024 réponses de consommateurs indonésiens ont été recueillies au moyen de questionnaires en ligne. Les sceptiques expriment non seulement une attitude négative envers les publicités, ils sont aussi moins intéressés par la marque qui est mise en avant. Les résultats suggèrent également que les facteurs de religiosité influencent l'effet d’exécution de la publicité (congruence de publicité) sur l’irritation perçue, l’attitude envers la publicité, et l’embarras ressentiThis doctoral thesis aims to understand the role of religion and advertising skepticism in shaping consumers’ perspective and behavior regarding sexually appealing advertising. The first qualitative study explores the ethical and cultural issues regarding sexually appealing advertising with 22 semi-structured interviews among Indonesian consumers. Results show that sexually appealing advertising is perceived as deceptive and irritating and that ad skepticism is a frequent response to the excessive use of sexual content in ads. The second qualitative study is a netnography which aims to better understand the characteristics of skepticism toward sexually appealing ads and identify its consequences on consumers’ attitude and behavior. Results show that consumers have the capability to judge the motive behind the use of sexual content created by the marketer that we identified as the symptom of the ad skepticism. Finally, the quantitative study was performed with a quasi-experiment method in order to investigate the role of skepticism toward sexually appealing advertising, religiosity, and advertising executions on consumers’ ad reactions and brand consequence. 1024 responses from Indonesian samples were collected through web-based questionnaires. The skeptics not only express the negative attitude toward the ads, they are also less interested in the brand being advertised. Results also suggest that religiosity influence the effect of ad-execution construct (i.e. ad congruity) on perceived ad irritation, attitude toward the ad, and embarrassment
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Holladay, John Nicholas. "Portrayals of Power: A Content Analysis of Gender Dominance in Magazine Advertisements." TopSCHOLAR®, 2010. http://digitalcommons.wku.edu/theses/166.
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Advertisers use sexual imagery to attract attention to their messages and to demonstrate the "outcomes" of buying and using the brand. In addition to receiving information about a product, we subconsciously process the entire advertisement. Vicarious learning emphasizes that individuals not only learn from their own experiences but also from observing others. However, vicarious learning also influences the judgment and values of an individual. This study focuses on the portrayal of gender dominance in such advertisements. The magazines chosen for the study are three predominantly female magazines and three predominantly male magazines. Six issues from each magazine were sampled and only advertisements that fit the criteria of the study were utilized. A total of 202 advertisements displaying 244 male and female interactions were coded. The results of the content analysis indicated that advertisements featuring male and female actors interacting portrayed the female actor in the dominant role more often than the male actor. Females were found to be the dominant actors in most predominantly women’s magazines; however, males were displayed as the dominant actors in most predominantly men’s magazines. The findings from this study support the importance and significance of social learning and modeling. Based on the results of this study, the dominant and submissive cues displayed in advertisements provide learning behaviors for consumers.
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Blom, Katarina. "Föräldraroll - ett framtidsyrke? : en empirisk studie om hur sex föräldrar ser på föräldrarollen i ljuset av utbildningsidealet." Thesis, Umeå universitet, Pedagogiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-55067.
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Over the past decade there has been considerable debate in the media concerning the necessity of educating parents in how to be better parents, and strengthening their parental role. This question has also been debated at a national level, resulting in the state commissioning a number of official investigations into the problems that parental education could resolve. A growing body of scientific studies have shown that parental-educational programmes play a strong role in preventing behavioural problems amongst children and teenagers. Many Councils in Sweden already offer these parental courses to their citizens, but discussions are ongoing as to whether these courses should be obligatory for all parents before or near to the moment that they begin to have children. This conclusion has been supported by the official investigations commissioned to look into this issue. In light of the state is approaching a proposal for mandatory training for people to get to be parents, the aim of this essay was to investigate how parents see their role as parents in in comparison with the role they are trained for, the working role. It also investigates the views parents have as to the government’s intention to educate them in parenthood. Working from a phenomenological perspective, and a hermeneutic understanding of the issues involved, six qualitative interviews were conducted with parents of pre-school children. The results show that parents view their parental role as a responsibility on several different levels. This role is variously described as one of leadership, fostering and as a non-egotistical, loving relationship. Every role is defined by individual circumstances and is forged at the moment when the parent and child first encounter each other. The role of professional day-to-day work is also described as being a matter of responsibility, mainly from a perspective of duty. It is, as well, characterised by the level of education of the parent. Parents with a university education tend to describe the role as purely egotistical. Parents are positive about parental education on a voluntary basis and are broadly positive about government looking into ways to strengthen parenting skills in first-time parents. But the idea of educating ALL parents is seen as unnecessary and impossible to achieve.
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Qader, Muhammad Zeeshan. "The role of globalization, embarrassment, self-brand connection on attitude towards sex appeal in advertising : the case of Muslim women." Thesis, Aix-Marseille, 2014. http://www.theses.fr/2014AIXM1037.
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Cette thèse propose des réponses aux questions qui font l'objet des préoccupation et des intérêts des gestionnaires de marques occidentales mondiales qui veulent s'assurer que leurs produits ne sont pas boycotté par les populations locales dans les pays arabes ou musulmans . Une expansion mondiale de ce phénomène a été vue dans la révolution sexuelle des années 1960 et par conséquent reflétée dans la publicité de l'époque à la télévision, radio, presse écrite et panneaux publicitaires. Malgré son utilisation répandue, il existe cependant certaines conséquences sociales et éthiques ainsi que nous assistons à une hausse des critiques de la part des consommateurs, des groupes religieux et des associations de parents, en particulier dans le monde arabo-musulman. Pourtant, son utilisation et les ramifications sur les musulmans, un segment de plus de 2 milliard de consommateurs reste largement négligé. On peut faire valoir que l'utilisation de sex-appeal dans la publicité peut offenser et même chasser les consommateurs qui considèrent les thèmes occidentaux et les modèles de rôles de genre en conflit direct avec leur culture locale. Afin de comprendre le processus de prise de décision complexe derrière ce phénomène, une recherche minutieuse est nécessaire pour développer une approche multidimensionnelle en tenant compte de toutes ces constructions. Bien qu'il n'est pas contraire à la loi dans la plupart des pays musulmans d'utiliser du matériel sexuellement explicite dans la publicité, les annonceurs doivent être las des répercussions du nationalisme croissant et la ferveur religieuse dans les pays musulmansThere is a greater emphasis on the need to explore the use of sexual content due to globalization and the resulting standardization of advertising content. In our effort to bridge the gap identified by several prominent academicians and practitioners, we endeavored to examine how Muslim women respond to sex appeal in print advertising. The choice of using print ads in our study was due to it being more frequently used and in a more explicit fashion. Our research takes a mix-method (qualitative and quantitative) approach, allowing us to begin with an exploratory phase (qualitative) to identify themes that are associated with sex appeal in the minds of Muslim women. We started off with in-depth interviews in Morocco, Turkey and UAE, providing us with 100 interviews overall. On this basis we formed a conceptual model with globalization, self-brand connection and embarrassment as the independent variables. Religious conviction served as a moderator in the relationship between globalization and attitude towards the ad. We also looked at how these factors influence purchase intention. We provide all the results from Morocco and UAE which show that both globalization and self-brand connection have a significant positive relationship with attitude towards the ad. While embarrassment was found to have a significant negative relationship with attitude towards an ad with sex appeal. We also found compelling evidence for Muslim women's preference for a European, blonde blue-eyed model over a local Muslim model in sexually suggestive ads. At the end we discuss the possible reasons for our results in the light of existing literature and provide directions for future research
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Sobotka, Tamara Jo. "An examination of the evolution of US television commercials to explore how stereotypical depiction's of women have changed through history." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 1998. http://www.kutztown.edu/library/services/remote_access.asp.
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LeCoe-Cannucci, Kathleen Dianne. "Social construction of sexual equality in distilled beverage advertising." PDXScholar, 1989. https://pdxscholar.library.pdx.edu/open_access_etds/4058.
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One aspect of the role of advertising in the process of maintaining and reinforcing or challenging the socially constructed worlds of maleness and femaleness, and especially the portrayal of the "woman's place," was explored in this study.
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Scott, Robert James. "The best a man can get? : an analysis of the representation of men within group situations in the advertising copy of Men’s Health and FHM from December 2006 through May 2007." Thesis, Rhodes University, 2014. http://hdl.handle.net/10962/d1013576.
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This study examines the production of masculinity in the advertisements of South Africa’s two most popular men’s lifestyle magazines, FHM and Men’s Health. I specifically focus on advertisements, as I argue that they play a crucial role in the re‐production of prominent discursive formations. Informed by a poststructuralist framework this study adopts Foucault’s notions of discourse, power and the constitution of the subject. Gender is conceived of within power relations, with a hierarchical relationship between masculinities and femininities. The gendered subject is also viewed as being constantly in process and being constructed performatively through material forms of practice. Focusing on group representations to establish gender hierarchies, I argue that these representations of people are performative acts, hailing the subjects who view them and producing reality through discourse. Hegemonic masculinity, which is argued to be prominent in advertising, is located at the highest point in the gender hierarchy. However, there is not one universal hegemonic masculinity, for it can vary across three discrete political contexts: the local, which is constructed in the immediate face‐to‐face interactions of families, organisations and social structures; the regional, which is constructed at the level of culture or the nation state; and the global, which is constructed in supra‐national locations. In the advertisements of FHM and Men’s Health there is interplay between the latter two as global and regional brands both advertise in these magazines. To investigate the portrayal of masculinities in these publications, this study first undertakes a content analysis to survey the “general landscape” of representation in the advertisements and then performs a critical discourse analysis to uncover “thick description” of the production of masculinity. The content analysis, finds that the advertisements in the sample validate both white and heterosexual forms of masculinity. The sample is comprised mostly of white males, white females and black males, generally proposing forms of hegemonic masculinity, emphasised femininity and complicit masculinity respectively. The representation of white males and black males is different both in terms of the frequency of representations and in the types of representations. I argued that a certain tension inhabits the resulting representations, which try to be inclusive of a multi‐racial South Africa, yet do so within a clearly hierarchical structure. An in‐depth analysis of eight texts, informed by Fairclough’s model of critical discourse analysis and Kress & van Leeuwen’s framework for visual analysis, finds similar results to the content analysis while providing insight into how various discourses produced the representations, particularly within non‐narrative advertisements.
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Bonham, Lorie N. "Gender Images and Power in Magazine Advertisements: The Consciousness Scale Revisited." Digital Archive @ GSU, 2005. http://digitalarchive.gsu.edu/communication_theses/1.
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This study re-evaluates the Consciousness Scale originally formulated by Pingree et al. in 1976. The element of assumed power was added to the Consciousness Scale, which was then used to evaluate 516 magazine advertisements from 1999 to determine if the Consciousness Scale still accurately evaluates sexism in media. A set of advertisements was culled which had contradictory Consciousness Scale and power ratings. The set was evaluated, revealing common themes, which created difficulty in coding these modern images. The study revealed that while the Consciousness Scale can still provide a valuable tool in evaluating media images, the change in the social dynamic of women as well as minorities and how advertisers portray them must be taken into account. The element of power as well as a more nuanced reading of each level of the Consciousness Scale creates a more modern and complex evaluation of gender images in the media.
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Prasad, Ambika Marshall Linda L. "Stereotype threat in India gender and leadership choices /." [Denton, Tex.] : University of North Texas, 2007. http://digital.library.unt.edu/permalink/meta-dc-5128.
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Šimíková, Kristýna. "Marketingový význam ženských a mužských rolí." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-75216.
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This dissertation addresses the role and value of gender stereotypes in Marketing. The objective is on the one hand to chart male and female imagery in advertising and on the other to establish consumers' attitudes to this imagery, thus enabling a comparison of these outcomes. The first, theoretical part of the dissertation depicts the status of men and women in society and how advertising seeks to reflect this, and in addition describes the research methodology employed in the second, practical part. This latter part comprises a questionnaire survey and an advertising content analysis, and concludes with a comparison of the mentioned surveys.
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Prasad, Ambika. "Stereotype threat in India: Gender and leadership choices." Thesis, University of North Texas, 2007. https://digital.library.unt.edu/ark:/67531/metadc5128/.
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Stereotype threat is a psychosocial dilemma experienced by members of a negatively stereotyped group in situations where they fear they may confirm the stereotype. This study examined the phenomenon in India, thereby extending previous research to another culture. In addition, with participation by students preparing to be professionals, the results are applicable to organizational settings. Ninety graduate students from a professional training institute viewed common Indian advertisements under three conditions: gender stereotypic (women depicted as homemakers), counter stereotypic (women represented as professionally employed individuals) and neutral (no reference to any gender identity). It was hypothesized that females in the stereotypic condition would be susceptible to stereotype threat effect and thus opt for problem solver over leadership role on a subsequent task, while females in the counter stereotypic condition were expected to choose leadership roles. ANOVA was employed to test for differences across the three conditions. The study also hypothesized mediation of the stereotype threat performance deficits by self-efficacy, evaluation apprehension, anxiety, role conflict, stereotype activation, father's and mother's education levels. Hierarchical multiple regression procedures as recommended by Baron and Kenny (1986) were conducted for mediational analysis. Data analysis provided partial support for the two hypotheses. In support of the stereotype threat theory, condition emerged as a significant variable influencing selection of role choice. In line with previous research, no evidence for mediation by any of the variables studied as potential mediators was found. However role conflict and evaluation apprehension may have functioned as suppressor variables that enhanced the variance in the condition-role choice relationship. The results of the study and their implications, in context of the Indian scenario, are discussed. Certain limitations are identified and suggestions made for future research.
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Chung-Hui, Liu, and 劉宗輝. "A Study on Sex Role Portrayals in Television Advertising." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/05366836097930625148.
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碩士國立雲林科技大學
企業管理研究所
86
The main purpose of the study is to explore whether Taiwan has broken gender stereotypes. Then it tries to associate content analysis with structure languages analyzing sex-role and sex-level meanings were shown in television ads.The study begins to analyze the sex , product category , background and ending-voice-over data in television ads. Second , analyzing the age , acting role, occupation role and sexism scale of male and female in television ads. The last, use SPSS soft processing and analyzing the differences of male and female in each variables. According to the data analysis , the study got some results：The first , women are portrayed as young more often than men in television ads.Second , women are portrayed as domestic roles than men. And men are portrayed as occupation roles percentage than women in television ads.Third , women in the occupation role percentage were low and the most percentage were good at skill. Men in the occupation role percentage were high and the primal percentage were controllers. Therefore women and men in the occupation role found significant gender stereotypes differences.The fourth , women usually shown in the home and the majority of men appeared outdoors in television ads.The fifth , women tend to represent household cleaning products , cosmetic and commodity. However , the majority of men represented build ,watch and sports in television ads. The sixth , male voices are much more likely than female voices to be used in ending-voice-over in television ads. The seventh , women and men belong to level 2 percentage are highest in sexism scale . Women were portrayed about traditional family life ; men were portrayed about job or outside activities . Women were in the home and men were in outside shown gender stereotypes in television ads.
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Sie, Meng-Sian, and 謝孟弦. "The role of Facebook sex appeal advertising in the viewer's perception." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/26741249909983529301.
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碩士國立暨南國際大學
資訊管理學系
102
In recent years, there is a trend that more and more sex appeal advertisement used in e-commerce such as social network, electronic games and online shopping mall. Therefore, the research is conducted with 48pcs of photos collected on Facebook related to sex appeal advertisement to verify its effect on customer behavior and decision by setting subject pool as student. Thereby result of Multidimensional Scaling (MDS) we develop perceptual map to classify and generalize the type, feature and design concept of different advertisement. Furthermore, this research is also testing the effects of different advertisement to analyze the divergence. According to the aforementioned, this research works as a decision reference for decision maker by learning the effect of multiple types of advertisement; meanwhile, it also provides insights and reference base to advertising designers while they are thinking what to put on content.
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Lin, Cheng-Wen, and 林震雯. "The Relationship Between Parenting Role and Children''s Sex Role Attitude in The Dual Career Family." Thesis, 1993. http://ndltd.ncl.edu.tw/handle/32990001229162753244.
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Pawlowski, Ilona P. "Sex in women's magazine advertising : an analysis of the degree of sexuality in women's magazine advertising across age demographics and women's responses : a thesis submitted in fulfilment of the requirements for the degree of Master of Arts in Mass Communication at the University of Canterbury." 2007. http://library.canterbury.ac.nz/etd/adt-NZCU20080307.115134.
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"The effectiveness of sexual appeal and gender role stereotyping in Hong Kong advertising." 2003. http://library.cuhk.edu.hk/record=b5891390.
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by Chong Lai-Yin, Ho Lai-Wai Thomas Leo, Lee Ching-Lum Bianca.Thesis (M.B.A.)--Chinese University of Hong Kong, 2003.
Includes bibliographical references (leaves 140-141).
Questionnaire in Chinese.
ABSTRACT --- p.i
TABLE OF CONTENTS --- p.iii
LIST OF TABLES --- p.vii
ACKNOWLEDGEMENTS --- p.ix
Chapter CHAPTER 1 --- INTRODUCTION --- p.1
Chapter 1.1. --- Rationale of Study --- p.1
Chapter 1.2. --- Research Objectives --- p.6
Chapter 1.3. --- Research Scope --- p.7
Chapter 1.3.1. --- Study Focus --- p.7
Chapter 1.3.2. --- Advertising Media --- p.8
Chapter CHAPTER 2 --- LITERATURE REVIEW --- p.9
Chapter 2.1. --- Gender Stereotype --- p.9
Chapter 2.2. --- Sexual Content in Advertising --- p.14
Chapter 2.3. --- Chinese Culture --- p.16
Chapter 2.4. --- Attitude towards Sex of Hong Kong People --- p.17
Chapter 2.5. --- Advertising Effectiveness --- p.20
Chapter CHAPTER 3 --- METHODOLOGY --- p.22
Chapter 3.1 --- Hypotheses --- p.22
Chapter 3.2 --- Definition --- p.23
Chapter 3.3 --- Research Methods --- p.24
Chapter 3.3.1. --- Part One: Content Analysis --- p.24
Chapter 3.3.2. --- Part Two: Experiment Study --- p.26
Chapter 3.3.2.1. --- Experiment Data Collection Method --- p.26
Chapter 3.3.2.1.1. --- Experiment Objects --- p.26
Chapter 3.3.2.1.2. --- Experiment Subjects --- p.28
Chapter 3.3.2.1.3. --- Experiment Procedure --- p.28
Chapter 3.3.2.1.4. --- Experiment Questionnaire Design --- p.29
Chapter 3.3.2.2. --- Experiment Data Analysis Method --- p.30
Chapter 3.3.2.2.1. --- General Brand Name Recall --- p.30
Chapter 3.3.2.2.2. --- Sexual Appeal Ads Recall --- p.30
Chapter 3.3.2.2.3. --- Gender Role Stereotyping Ads Recall --- p.31
Chapter 3.3.3. --- Part Three: Survey --- p.31
Chapter 3.3.3.1. --- Survey Data Collection Method --- p.31
Chapter 3.3.3.1.1. --- Survey Objects --- p.31
Chapter 3.3.3.1.2. --- Survey Population --- p.33
Chapter 3.3.3.1.3. --- Survey Sampling Method --- p.33
Chapter 3.3.3.1.4. --- Survey Sample Size --- p.33
Chapter 3.3.3.1.5. --- Survey Procedure --- p.34
Chapter 3.3.3.1.6. --- Survey Questionnaire Design --- p.34
Chapter 3.3.3.2. --- Survey Data Analysis Method --- p.36
Chapter 3.3.3.2.1. --- Sexual Appeal Ads --- p.36
Chapter 3.3.3.2.2. --- Gender Role Stereotyping Ads --- p.36
Chapter CHAPTER 4 --- CONTENT ANALYSIS RESULTS --- p.38
Chapter 4.1. --- Gender Role Stereotyping --- p.39
Chapter 4.1.1. --- The Family --- p.40
Chapter 4.1.2. --- The Ritualization of Subordination --- p.41
Chapter 4.2. --- Sexual Appeal --- p.42
Chapter CHAPTER 5 --- EXPERIMENT RESULTS --- p.45
Chapter 5.1. --- Respondent Profile --- p.45
Chapter 5.1.1. --- Age --- p.45
Chapter 5.1.2. --- Gender --- p.46
Chapter 5.1.3. --- Education Level --- p.46
Chapter 5.2. --- General Brand Name Recall --- p.47
Chapter 5.2.1. --- Overall Recall --- p.47
Chapter 5.2.2. --- First Recall --- p.49
Chapter 5.3. --- Sexual Appeal Ads Recall --- p.51
Chapter 5.3.1. --- Sexual Appeal and Non-Sexual Appeal Ads --- p.51
Chapter 5.3.2. --- Sexual Appeal Ads Recall by Gender --- p.52
Chapter 5.4. --- Gender Role Stereotyping Ads Recall --- p.53
Chapter 5.4.1. --- Gender Role Stereotyping Ads and Non-Gender Role Stereotyping Ads --- p.53
Chapter 5.4.2. --- Gender Role Stereotyping Ads Recall by Gender --- p.54
Chapter CHAPTER 6 --- SURVEY RESULTS --- p.55
Chapter 6.1. --- Respondent Profile --- p.55
Chapter 6.1.1. --- Age --- p.55
Chapter 6.1.2. --- Gender --- p.56
Chapter 6.1.3. --- Education Level --- p.56
Chapter 6.2. --- Sexual Appeal Ads --- p.57
Chapter 6.2.1. --- Descriptions of Sexual Appeal Ads --- p.57
Chapter 6.2.1.1. --- Overall Descriptions --- p.57
Chapter 6.2.1.2. --- Descriptions by Gender --- p.57
Chapter 6.2.2. --- Attitudes towards Sexual Appeal Ads --- p.58
Chapter 6.2.2.1. --- Overall Attitudes --- p.58
Chapter 6.2.2.2. --- Attitudes by Gender --- p.59
Chapter 6.3. --- Gender Role Stereotyping Ads --- p.65
Chapter 6.3.1. --- Descriptions of Gender Role Stereotyping Ads --- p.65
Chapter 6.3.1.1. --- Overall Descriptions --- p.65
Chapter 6.3.1.2. --- Descriptions by Gender --- p.65
Chapter 6.3.2. --- Attitudes towards Gender Role Stereotyping Ads --- p.66
Chapter 6.3.2.1. --- Overall Attitudes --- p.66
Chapter 6.3.2.2. --- Attitudes by Gender --- p.66
Chapter 6.4. --- Sexual Appeal and Gender Role Stereotyping Ads Comparison --- p.72
Chapter 6.4.1. --- Descriptions of Ads --- p.72
Chapter 6.4.2. --- Attitudes towards Ads --- p.73
Chapter CHAPTER 7 --- DISCUSSION --- p.76
Chapter 7.1. --- The Sample --- p.76
Chapter 7.2. --- Product Recall --- p.77
Chapter 7.2.1. --- Unaided Recall --- p.77
Chapter 7.2.2. --- Recall vs. Gender --- p.78
Chapter 7.2.3. --- Recall vs. Product --- p.79
Chapter 7.3. --- Perceptions & Attitudes --- p.80
Chapter 7.3.1. --- Sexual Appeal --- p.80
Chapter 7.3.1.1. --- Ad-By-Ad Analysis --- p.81
Chapter 7.3.1.1.1. --- Ad A1 --- p.81
Chapter 7.3.1.1.2. --- Ad A2 --- p.82
Chapter 7.3.1.1.3. --- Ad A3 --- p.82
Chapter 7.3.1.1.4. --- Ad A4 --- p.83
Chapter 7.3.2. --- Gender Stereotypes --- p.84
Chapter 7.3.2.1. --- Ad-By-Ad Analysis --- p.86
Chapter 7.3.2.1.1. --- Ad Bl --- p.86
Chapter 7.3.2.1.2. --- Ad B2 --- p.87
Chapter 7.3.2.1.3. --- Ad B3 --- p.88
Chapter 7.3.2.1.4. --- Ad B4 --- p.88
Chapter 7.4. --- Null Hypotheses Review --- p.89
Chapter CHAPTER 8 --- LIMITATIONS --- p.91
Chapter 8.1. --- Literature Research --- p.91
Chapter 8.2. --- Print Analysis --- p.91
Chapter 8.3. --- Sample & Representation --- p.92
Chapter 8.4. --- Advertisement Recall & Perceptions Questionnaire --- p.92
Chapter 8.5. --- Overall Representation --- p.93
Chapter CHAPTER 9 --- CONCLUSION --- p.95
Chapter CHAPTER 10 --- APPENDICES --- p.99
Chapter 10.1. --- Appendix 1: Hong Kong Magazines 2000/2001 --- p.99
Chapter 10.2. --- Appendix 2: Photos of Advertisements --- p.103
Chapter 10.3. --- Appendix 3: Experiment Procedures --- p.117
Chapter 10.4. --- Appendix 4: Experiment Questionnaire --- p.118
Chapter 10.5. --- Appendix 5: Survey Questionnaire --- p.121
Chapter 10.6. --- Appendix 6: Content Analysis Results --- p.123
Chapter 10.7. --- Appendix 7: Advertisement Database --- p.126
Chapter CHAPTER 11 --- BIBLIOGRAPHY --- p.140
Chapter 11.1. --- Books --- p.140
Chapter 11.2. --- Periodicals --- p.140
Chapter 11.3. --- Websites --- p.141
27
WANG, LIN-RU, and 王玲如. "Sex role portrayals in advertising: A comparison of television advertisements in Taiwan and the united states." Thesis, 1993. http://ndltd.ncl.edu.tw/handle/74475677778189895244.
Full text
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Ying-WenWang and 王盈文. "Responses of Taiwanese Consumers to Sex Appeals in Advertising - the Moderating Role of Respondents’ Gender and Involvement." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/38424429872077517538.
Full textAbstract:
碩士國立成功大學
企業管理學系碩博士班
98
As the Taiwanese society becomes more open, the use of sex appeal in advertising is on the rise and received increasing attention. Whether advertising strategies base on Western marketing practices such as sex appeal are effective in the Chinese cultural context has become a subject of intense interest. This research examines the influence of sex appeal, respondent gender and involvement to realize Taiwanese consumers’ evaluation of sex appeal advertising. This main study collects 560 samples and finds out : 1.Sex appeals have significantly effect on the advertisement effectiveness. Besides, advertisement with non-sex appeal is viewed more positively than those using sex appeal. 2.An interaction effect exists between sex appeal and respondents’ gender, and has significantly effect on the advertisement effectiveness. Moreover, men didn’t appeal any different in advertisement effectiveness for three type of sexual appeals, but women responses on the advertisement effectiveness were more favorable for non-sex appeal. 3.An interaction effect doesn’t exist between sex appeal and involvement, and didn’t have significantly effect on the advertisement effectiveness.
29
Ghebreysus, Weldu Ghebreselasie. "An investigation into the stereotypical representation of gender roles in advertising : a case study of advertisements from a cross-section of popular South African weekly and bi-weekly newspapers." Thesis, 2004. http://hdl.handle.net/10413/6696.
Full textAbstract:
This study was designed to investigate the representation of gender roles in advertisements in
popular South African newspapers, namely, the Sunday Times, Rapport, City Press, Post and
Ilanga. The literature reviewed shows that media play a role in agenda setting and reinforcing
existing gender role stereotypes through advertising.
The study focused on the trend towards equal representation of gender roles in advertisements
in popular South African newspapers. The research revealed some stereotypical
representations of women in the newspapers. Although women were depicted in a variety of
professions in the workplace, the advertisements showed some stereotypical depictions. The
research also found out that, to some extent, men were depicted performing roles such as
beautification and consumption, which have been stereotypically limited to women.Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2004.
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Boulton, Chris. "Trophy Children Don’t Smile: Fashion Advertisements For Designer Children’s Clothing In Cookie Magazine." 2007. https://scholarworks.umass.edu/theses/3.
Full textAbstract:
This study examines print advertising from Cookie, an up-scale American parenting magazine for affluent mothers. The ads include seven designer clothing brands: Rocawear, Baby Phat, Ralph Lauren, Diesel, Kenneth Cole, Sean John, and DKNY. When considered within the context of their adult equivalents, the ads for the children’s lines often created a prolepsis—or flash-forward—by depicting the child model as a nascent adult. This was accomplished in three ways. First, the children’s ads typically contained structural continuities such as logo, set design, and color scheme that helped reinforce their relationship with the adult brand. Second, most of the ads place the camera at eye-level—a framing that allows the child models to address their adult viewers as equals. Finally, almost half of the ads feature at least one child looking directly at the camera with a serious expression. This is significant because, in Western culture, the withholding of a smile is a sign of dominance typically reserved for adult males. When children mimic this familiar and powerful “look,” they convey a sense of adult-like confidence and self-awareness often associated with precocious sexuality.
31
Kankuzi, Sydney Friendly. "Advertising as culture : a study of how television advertisements represent work in South Africa." Thesis, 2004. http://hdl.handle.net/10413/6358.
Full textAbstract:
The present study investigates how television advertising represents work in South Africa. It uses the 1998 Employment Equity Act as an index of analysis. Using the contructionist approach to media representations and a re-examination of George Gerbner's cultivation hypothesis as its point of departure the study examines fifty-four television advertisements that were randomly selected over a four week period SABC 1, 2 and 3, and e.tv. Overall the study points out that images of work that are portrayed by television adverting in South Africa tend to marginalise certain demographic groups in certain types of occupational categories and work roles. However, it hesitates to apply ideals of the 1998 Employment Equity Act on this observation to conclude that advertising representations discriminate against the respective demographic groups in the occupational categories and work roles. The study justifies this hesitation in two ways. Firstly, it raises theoretical problems that would arise if one applied ideals of the 1996 Employment Equity Act wholesale on advertising representations of work. Secondly, it points out important weaknesses of quantitative content analysis which incapacitates it from grasping subtle tendencies which may help give a more comprehensive picture of advertising representations.Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2004.
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LO, YUAN-TING, and 羅元廷. "The Influence of the Sex Appeals and the Impact of Physical Attractiveness of Models on Advertising Effects of Instagram－the Moderating Role of Fashion Involvement." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/hg676r.
Full textAbstract:
碩士輔仁大學
大眾傳播學研究所碩士班
105
As the image-driven social sharing platform "Instagram" turns to be an essential marketing tool for trendy clothes brand, here to conduct a research about the marketing strategy of using digital banner ad material with sexual strategy such as : the appearance of shooting model might have better communication among core targets. Noted that the behavior of consumer's trendy-involvement might affect the consequences. The research shows that sexual-related ad type has no obvious affect for communicating with users; for highly attractive appearance model, can always gain better advertising attitude. Besides, there's mixed effect between sexual-related and highly attractive model ad type which shows naked/sexual with good appearance model has the best advertising attitude. Trendy-involvement has certain affection of the sexual-oriented advertising. High involvement might amplify the effect of naked/sexual - oriented advertising; also, it also affects the advertising of models' appearance. The higher involvement users will enhance the advertising effect of highly attractive appearance model.
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Vicente, Andresa Natacha Gomes de Almeida. "Discursive ambiguities: feminist responses to the mass media." Diss., 2003. http://hdl.handle.net/10500/750.
Full textAbstract:
This dissertation explores how representations of women in the media function as
heterodesignations in response to the current socio-economic cultural complex of
globalization. In its merger with reality, the media has become the dominant discourse
and the means through which prevailing modes of self-understanding are made available
in postmodern society, of which the simulacrum is a key feature. Representations of
women in the media in general, and in television advertisements in particular, are not, in
any way, subversive of hegemonic discourse and, despite the prevalent ambiguity of
these images, construct women in conformity with traditional gender stereotypes.
Through practices of deconstruction, such as feminist counter-cinema, of which the film
Female Perversions is an example, feminism has an important role to play in liberating
women from the oppressive effects of these representations, even if these efforts are not,
in themselves, free from ambiguity.English Studies
M.A. (English)
34
Lukáš, Richard. "Postoje studentů psychologie k adopci děti stejnopohlavními páry." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-393627.
Full textAbstract:
Faculty of Arts, Charles University in Prague, Department of Psychology Richard Lukáš Psychology students' attitudes towards adoption of children by same-sex couples (Master Thesis) Consultant: PhDr. Lenka Krejčová, Ph.D. Praha 2018 Abstract: Same-sex parenting (homoparentality) is new, yet still not well explored phenomena in Czech Republic. Purpose of this study is to explore the attitudes of Czech psychology students (N=337) to homoparentality. The vignettes, i.e. model stories describing the situation of a couple preparing to adopt a child, were used. The sexual orientation of the couple and child's gender varied. After reading one of the six versions of the vignette, participants assessed the parental competences and child's future development after adoption. The factor analysis of dependent variables was performed with 8 scales as a result. Independent variables were traditional and modern homophobia, beliefs about etiology of homosexuality, gender roles attitudes etc. Results indicate that students view homoparentality rather positively. However, the homoparental and heteroparental families were rated differently. The participants were more concerned about normative sexual development and victimization of children from homoparental families. On the other hand, children from heteroparental families...
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Mushore, Washington. "Corporate communications : a critical comparative study of the language of communication in the Zimbabwean banking sector." Diss., 2010. http://hdl.handle.net/10500/3549.
Full textAbstract:
The aim of this study was to critically analyse the visual and verbal language used on printed adverts by some selected banks in Zimbabwe. A semiotic theory was used to analyse the printed adverts. The study revealed that all the banks use stereotyped language in communicating their messages to potential customers. Some audiences identified with this stereotyped languages, though others were also critical of stereotyped adverts. This paradox is dependent on the uneven levels of social consciousness of the audiences. The study argues that communication between banks and the potential customers is a product of negotiation of meaning at the point of reception of the printed adverts. The study then recommended the use of gender, race and class neutral language in order to enhance the effectiveness of advertisements. Future research into the study of the language of advertisement should focus on the problem of copyright infringement in advertising.African Languages
M.A. (African languages)