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Dissertations / Theses on the topic 'Women in advertising'

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Published: 4 June 2021

Last updated: 29 July 2024

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1

Reil, Kate. ""Real beauty" in advertising fab or fad? : a content analysis of female images in magazine advertising /." abstract and full text PDF (free order & download UNR users only), 2006. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1438941.

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2

Unyawong, Pornkamon. "A comparative study of attractiveness types in advertisements of women's magazines between United States and Thailand." CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2979.

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The study determined how Thai and U.S. advertisements reflected women's attractiveness. Advertisements from the Thai and U.S. editions of Elle and Cosmopolitan magazines from January 2005 to January 2006 were analyzed using the content analysis method. The author created a code book with definitions of all categories to be used as guidelines for the analysis, an itemized code sheet, and training criteria. Two coders who were proficient in both Thai and English collected the data for the study. The Statistical Package for the Social Sciences (SPSS) was utilized as a tool to analyze the data gathered. Results indicated that there were both similarities and differences in the specifics, but what remained constant is the use of beautiful women to sell clothing and beauty products. The findings suggest that Thai and U.S. advertisers should apply the similiarities found in the study in their cross-cultural advertising campaigns. In addition, advertisers should be aware of differences and create advertisements that reflect attractiveness values of each culture.

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3

Heim, Michele A. "Differences between portrayals of women in commercials targeted to women and portrayals of women in commercials targeted to men a content analysis /." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 1995. http://www.kutztown.edu/library/services/remote_access.asp.

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Thesis (M.)--Kutztown University of Pennsylvania, 1995.
Source: Masters Abstracts International, Volume: 45-06, page: 2710. Abstract precedes thesis as [2] preliminary leaves. Typescript. Includes bibliographical references (leaves 94-97).

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4

Olson, Jenny G. "The effect of young women's sexual self-schemas on emotional responses to sexualized female imagery in magazine advertising." Muncie, Ind. : Ball State University, 2009. http://cardinalscholar.bsu.edu/433.

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5

Barry, Benjamin. "A dream we can believe in : a cross-cultural analysis of consumers' responses to models and promotional copy in fashion advertising." Thesis, University of Cambridge, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.610449.

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6

Ford, Jennifer. "Fashion Advertising, Men’s Magazines, and Sex in Advertising: A Critical-Interpretive Study." Scholar Commons, 2008. https://scholarcommons.usf.edu/etd/246.

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This study examines sexualized portrayals of women in fashion advertising found in metro-sexual men's magazines as visual rhetoric. Historically, studies on sexual images of women in advertising have focused on content analyses of these images and how they affect women. This study asks how sexualized imagery of women functions rhetorically as part of a branding message designed to sell products. The exemplar advertisements were chosen specifically for their sexual imagery from an earlier study by the researcher on sexual images of women in fashion advertisements found in men's magazines. The messages interpreted within the visuals of this study reveal a current slice of history in terms of gender and sexuality. In the case of this study the constructed "ideal" heteronormative view of gender, masculinity, femininity, and sexuality are what are for sale; they are the merchandise to be purchased. Women are present in the exemplar ads as an accessory to prove and support heterosexual masculinity through sex, as if to ward off any ideas that metro-sexual men may be anything but heterosexual. Though we cannot generalize beyond these five magazine ads, we can think of the exemplar ads as a small sample of contemporary culture. The narratives of these ads suggest that man continues to be the prevailing figure in terms of importance and power relative to woman, who is subordinate to man. This thesis supports prior research on women in advertising where men are more important than women, and the ads in this thesis continue to define masculinity and femininity in classic patriarchal and heterosexual terms. However, this thesis adds important critical-interpretative work through visual rhetorical analysis on advertising in men's metro-sexual magazines to a body of research that includes very little of such work.

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7

Stephenson, Laura K. "Morphing through time an investigation into female representation in Vogue magazine advertising [ : a dissertation submitted to AUT University in partial fulfilment of the degree of Bachelor of Communication Studies (Hons)]." Click here to access this resource online, 2009.

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8

Dishman, Paul Lake III. "A Descriptive Study of Offended Responses to Nudity in Print Advertising Targeted to Women." Thesis, University of North Texas, 1992. https://digital.library.unt.edu/ark:/67531/metadc332655/.

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A discussion of offensiveness in advertising is the initial focus of this research. A review of the offensiveness, irritation, nudity, and sexual suggestiveness in advertising literature suggested that females report somewhat high arousal scores when viewing nudity but that the arousal may not necessarily be positive. The measure of contributing variables to offendedness responses was proposed using various degrees of nudity in existing advertising as the primary stimuli.

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9

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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10

Shields, Vickie Rutledge. "Women decoding advertisements : images, ideology and reader-response research /." Connect to this title online, 1988. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1094829528.

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11

Albani, Francesca. "Thinness Matters: The Impact of Magazine Advertising on the Contemporary Beauty Ideal." Connect to this document online, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=miami1122572653.

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Thesis (M.A.)--Miami University, Dept. of Mass Communication, 2005.
Title from first page of PDF document. Document formatted into pages; contains [1], iii, 80 p. Includes bibliographical references (p. 68-80).

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12

Wang, Shan. "EMPOWERING WOMEN THROUGH ADVERTISING: A CONTENT ANALYSIS ON 'FEMVERTISING' CAMPAIGNS." OpenSIUC, 2018. https://opensiuc.lib.siu.edu/theses/2318.

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This study selects and content analyzes a sample of 40 femvertising videos, aims to explore what messages are delivered by the videos, and whether the campaigns actually break down the cliched ways in which media present women as the companies claim. The messages of the videos sent to viewers are qualitative content analyzed to provide a general description of the campaign videos. Women’s representations in the campaign videos are quantitively coded in terms of how women look like (i.e. physical characteristics), what age groups they are in, what traits they possess, and what roles they play in the advertisements. Also, given the fact that some parent companies promoted inconsistent images of women through its brands, and that some campaign videos produced by certain companies are controversial, this study conducts case studies on the companies that are worthy of in-depth investigations, trying to explore the marketing policies of these companies. The findings reveal that almost all the campaign videos deliver the message that girls/women are no less than boys/men. And the majority of the chosen videos show women in nontraditional roles, traits, and in non-skinny body types. However, most of the ads still present young and facial flawless women, which deserves a further discussion.

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13

Brandt, Jane E. Sutter Kennedy George. "Searching for satisfaction how 20something women use media to get news and advertising information /." Diss., Columbia, Mo. : University of Missouri--Columbia, 2009. http://hdl.handle.net/10355/6580.

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The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on October 20, 2009). Thesis advisor: Professor Emeritus George Kennedy. 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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Hu, Fan. "It depends on how you focus on the self : effects of attractive models in advertising." HKBU Institutional Repository, 2012. https://repository.hkbu.edu.hk/etd_ra/1469.

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Chan, Yin-ling Grace. "Changing stereotypes : linguistic and semiotic aspects of modern women's image in Hong Kong TV advertising /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B17545493.

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17

Sotnikova, Marina. "Self-concept of women in advertising across cultures (Russia and Sweden)." Thesis, Gotland University, Institution 2, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-497.

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Self-concept is a very complex structure that includes feelings and beliefs, which people have about them in relations to other people and objects. Many marketers and researchers found that expression of self has a great influence on customer’s buying behavior and defines her attitudes towards products and services that correspond to her self-concept. This study, which is based on quantitative research with deductive approach, examines a self-concept of women in advertising across cultures. One hundred and sixty respondents from Russia and Sweden in the age from eighteen to thirty have been asked to identify the ideal eye color, hair color, hair length and make-up for a woman in order to look beautiful. Besides that, congruence between advertising images of female beauty and consumer's perception of ideal self in terms of wanting to look like a specific model was tested. After analysis of empirical results, some differences, as well as similarities between two countries have been found. Since the issues of advertising standardization still are in the focus of many studies, findings of this study is another argument in favor of adaptation international advertising campaigns to the specific requirements of local markets in different countries.

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18

Liggett, Lori S. "Mothers, militants, martyrs, & "M'm! M'm! Good!" Taming the new woman : Campbell Soup advertising in Good housekeeping, 1905-1920 /." Connect to this title online, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=bgsu1162824642.

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19

Rytel, Katarzyna Bozena. "The influence of advertising design in the print media on the self-perception of selected South African and Polish women : a comparative study." Thesis, Cape Peninsula University of Technology, 2007. http://hdl.handle.net/20.500.11838/1324.

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Thesis (MTech (Informatics and design))--Cape Peninsula University of Technology, 2007
Magazines are highly specialised forms ofmass media communication. Across cultures, women's magazines and advertisements systematically promote an ideal of feminine beauty that is embedded primarily in body-image. Mass advertised messages targeted at women promote dominant mainstream cultural and global standards regarding body-image. They al~ promote the use of various products and lifestyle patterns that are intended to enable women to achieve the desired 'look' of the moment. The influence of these advertised messages manifests iD real-life consequences, which are either positive or negative, and which, in turn, influence women's role in society. Seen in this light, certain manipulative practices present in the print media have been identified, which are used extensively to influence women, to shape their perceptions of the world around them, and to coach them into embracing a consumerist lifestyle, with the ultimate aim of generating revenue. In this regard, this study focuses on the ways in which advertising design in women's magazines and the content ofthe South African and Polish EUe and Cosmopolitan, as well as the South African Fairlady and the Polish Twoj Styl represent the image ofcontemporary women in South Africa and Poland.

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Spears, Valerie L. "Ladies on the label a meta-analysis of stereotypes in advertising /." Huntington, WV : [Marshall University Libraries], 2007. http://www.marshall.edu/etd/descript.asp?ref=798.

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21

McDonald, Jessica Eran. "Consumer Responses to Stereotypical vs. Non-Stereotypical Depictions of Women in Travel Advertising." Scholar Commons, 2010. http://scholarcommons.usf.edu/etd/3508.

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Women are active travel consumers, yet travel advertising notoriously depicts women stereotypically. If consumers react negatively to these stereotypical portrayals in advertising, they may disregard the ad or brand and purchase a different travel product. The purpose of this study is to determine if consumers react differently to stereotypical versus non-stereotypical depictions of women in travel advertising. The study will examine these reactions, by measuring attitude toward the ad, attitude toward the brand, purchase intention, and cognitive responses to carefully prepared advertisements that are characterized as ―stereotypical‖ or ―non-stereotypical.‖ Ads are defined as stereotypical by utilizing Goffman‘s (1979) framework for analyzing images of women in advertising. Results overwhelmingly indicate that consumers in this study display more favorable attitudes to the non-stereotypical depictions of women in travel advertising. Attitudes toward the advertising, brand, purchase intention, and cognitive responses were all significantly more favorable among the non-stereotypical advertising condition. The results have theoretical benefit to the travel advertising industry, since these findings support the affect transfer hypothesis and dual mediation hypothesis. No studies to date have examined such research in travel advertising and results indicate a possible need for action among advertisers.

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22

Aldao, Sharlin. "Women candidates and television advertising : an examination of the 2006 mid-term elections /." View online, 2008. http://repository.eiu.edu/theses/docs/32211131464733.pdf.

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23

Paradkar, Rujuta. ""Global woman" " an emergent articulation of femininity in the magazine advertising /." [St. Lucia, Qld.], 2005. http://www.library.uq.edu.au/pdfserve.php?image=thesisabs/absthe18875.pdf.

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24

Ingram, Shantal Marie. "Qualified encouragement and conditional acceptance: Advertising directed at women during World War Two." Thesis, University of Ottawa (Canada), 2001. http://hdl.handle.net/10393/9244.

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This thesis is an analysis of advertising directed at Canadian women that appeared in Canadian publications during World War Two. The reaction advertisers had to women's new wartime roles reveals much about what they believed was appropriate for women. Wartime advertisements often appeared quite progressive in their portrayal of women at first glance. However, a closer look reveals that many advertisements contained ideas about women that were quite traditional, even if the surface image seemed progressive. Commercial and government advertisements have been analysed separately and this separate analysis reveals several differences between the two. Commercial advertisements encouraged consumption and presented it as an aid to women doing war work and to help them stay feminine while government advertisements stressed thrift and portrayed women as capable participants in the war effort. Despite this reliance on the traditional, much that is positive can be seen in advertising's wartime portrayal of women.

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25

Curcic, Nevena. "Exploring a ‘soft’ mode of governance : how advertising relates women to ‘modest’ power." Thesis, University of Birmingham, 2009. http://etheses.bham.ac.uk//id/eprint/392/.

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This thesis explores advertising as a ‘soft’ mode of governance understood in terms of a form of power which avoids instruments of coercion, involving instead certain practices of freedom and forms of pleasure. The main concern of the thesis is to analyse the mechanisms through which techniques of such ‘modest’ power interact with techniques of representation in order to define forms of femininity and shape self-fashioning practices of female consumers. The study is based on a comprehensive survey of a sample of television advertisements broadcast in Britain on three television channels with national coverage in May 2001 as well as on the analysis of a selected body of advertising trade literature. It draws on theoretical and methodological approaches from social anthropology and various strands of cultural studies. The thesis reveals that the way advertising attempts to influence consumers is in line with some aspects of neo-liberal style of governance. It argues that such a mode of governance seeks to regulate women’s ethical sensibilities by outlining the space of desire, power and pleasure, by stimulating the will for self-improvement and by providing advice about how women should think of and shape themselves.

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Rix, Cindy-lee. "Figuring post-apartheid SA women: Brutal fruit online advertising in a glocalized world." University of the Western Cape, 2018. http://hdl.handle.net/11394/6671.

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Magister Artium - MA
In a developing country like South Africa plagued by historical racial scars, attitudes pertaining to race, ethnicity and language, can be described as considerably problematic. Images used for advertising (ads) and the media form part of the foundation through which audience’s structure ideas about the normality and fluidity of race and ethnicity. Physical appearance is especially important in the media and influences the minds of many young people, especially young women and contributes to the way they feel about themselves. This magnitude of influence reinforces the importance of analyzing these images and assessing the implications it has on the South African society. Through a systemic functional multimodal discourse analysis (SF-MDA), this thesis explores the way in which earlier (2004) and more recent ads (2015) by Brutal Fruit have characterized and (re)characterised the ‘ideal’ South African woman. Particular attention is placed on the concept of racialized bodies- skin colour, hair, clothing and body types of the models employed during both periods when the ads were published. The language(s) used in the ads are analysed which creates a platform for engaging in issues related to transformation and inclusivity in society, as it is performed in the ads. The literature focuses on the revolution of South African society, group representation, race and the female body. The findings suggest that alcohol adverts largely use semiotics that reinforce antifeminist rhetoric. However, in more recent ads there is an attempt to compensate for the roles that have become available to women in the public sphere. Women are shown to have more agency in that they are depicted in leading roles and the narratives created about them relate that they are now in charge of their own sexuality. The positive depiction of alcohol especially in relation to masculinity affects the number of people who consume it. Alcohol consumption is linked to masculinity and power, however, in society women are still expected to remain feminine. This is especially relevant for women who aim to challenge dominant stereotypes about their position in society- and the use of alcohol is an avenue that is used to achieve this. However, women consume ‘pink drinks’ and not beer because ciders are still considered to be feminine by society, which is why many men refuse to consume it. Finally, a true representation of real women in society needs to become more popular in the media and a fresh approach to advertising alcohol especially to women needs to be re-evaluated because these ads could be positive for women instead of reiterating the usual derogatory stereotypes that society holds about women who do not conform to dominant patriarchal conventions.

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27

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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28

Mawhood, Rhonda. "Images of feminine beauty in advertisements for beauty products, English Canada, 1901-1941." Thesis, McGill University, 1991. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=60562.

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This thesis is a study of magazine advertisements for beauty products in Canada between 1901 and 1941. It looks at the use of cosmetics and the growth of advertising in the context of the development of North American consumer culture, highlighting the role of gender in that culture. The period studied is divided in two by the mid-1920s to reflect changes in advertisers' views of consumers--from rational decision-makers to irrational creatures driven by their emotions--and in ideals of feminine beauty, as the use of cosmetics became an essential part of the ideal perpetuated by advertising. The thesis attempts to show the link between business history and cultural history by demonstrating how marketing professionals co-opted cultural trends in order to create effective advertising, and how traditional relationships and values were modified by the purchase and use of mass-marketed goods.

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Ranchod, Amisha. "An investigation into the representation of women in South African Cosmopolitan Magazine advertisements of 2004." Thesis, Nelson Mandela Metropolitan University, 2007. http://hdl.handle.net/10948/784.

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This study investigates the representations of women in advertisements featured in South African Cosmopolitan magazine published in 2004 so as to critically analyse the stereotypes of women it presents, the institutional mechanisms behind this and its implications for gender ‘constructions’. By using a random cluster sample, 60 advertisements found in Cosmopolitan were analysed to examine the stereotypical portrayals of women within its imagery. In addition, survey questionnaires were distributed amongst female students to determine whether exposure to advertisements featured in Cosmopolitan magazines moulds their thoughts with regard to South African women today, as well as to analyse their attitudinal change before and after exposure to a number of advertisements. It was found that even though the majority of respondents claimed to be aware of the stereotypical representations of women found in the advertisements, and did not believe that these portrayals were a true reflection of South African women, various aspects of their lives continue to be affected by these representations in a number of ways. The findings of this study indicate that the trend found in previous studies – that stereotypical images of women prevail in the media – is evident in South Africa too. It was established that the ideologies of both patriarchy and capitalism work together in supporting the pervasiveness of negative, disempowering portrayals of women in Cosmopolitan advertisements. Stereotypical imagery of women serve as the site at which the ideologies of capitalism and patriarchy fuse, drawing on a common, shared notion of the objectified female to further their goals of maximisation of profits and male dominance respectively.

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30

Elliott, Rebecca. "From Lip Smackers to Wrinkle Cream: Priming the Next Generation of Consuming Women." Thesis, Université d'Ottawa / University of Ottawa, 2011. http://hdl.handle.net/10393/20230.

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The purpose of this research was to determine if there is a model of ideal femininity communicated through advertising in girls’ and women’s magazines. To assess the representations of women in magazine advertisements, a content analysis of advertisements appearing in three top-selling, demographically-defined women’s magazines (Girls’ Life, Seventeen, and Cosmopolitan) was conducted. Using feminist theory and hegemony theory as critical lenses, advertisements were analyzed quantitatively and qualitatively. Each advertisement was assessed using five criteria: physical characteristics, social context, personality and attitude, and subtext. Using this data to establish the dominant representations of women, it was determined that there is a model of ideal femininity which is developed through establishing common ideals shared by all three magazines and by gradually introducing new ideals which correspond to shifts in real-world interests and experiences of women. It was concluded that a model of ideal femininity is developed through advertising in girls’ and women’s magazines, this model is used as a guide to direct girls and women towards specific ideal preferences, attitudes and behaviours, and this model continues to emphasise traditional cultural values and gender ideals which are not necessarily reflective of the range of roles women assume in today’s society.

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Payne, Beth A. (Beth Ann). "A Content Analysis of the Depiction of Women in Television Presidential Advertising from 1952 to 1976." Thesis, University of North Texas, 1991. https://digital.library.unt.edu/ark:/67531/metadc500385/.

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From the television advertisements made by presidential candidates from 1952 to 1976, this study analyzed the 131 advertisements that contained women. The analysis used the following descriptors: Number of Women's Roles, Age, Occupation, Marital Status, Locale, Concerns, and Status Relative to the Candidate. The results indicate that women are most likely to be shown as physically present although not speaking, in the 18 to 30 age group, belonging to a non-business atmosphere yet outside the home, and of an unknown marital status, and will not be shown in the same frame as the candidate. Womens' images in these advertisements were most commonly associated with issues involving the cost of living, taxes, pro-Nixon, and social security.

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Cohanim, Samira. "A Glance at the Male Gaze." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/scripps_theses/513.

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The purpose of this paper is to understand and criticize the representation of women in advertisements. I examine the opposing yet similar ways that women are portrayed in Dove and Axe advertisements, two brands of Unilever. This paper analyzes the way in which brands market their products in such a way to appeal to a gendered audience. I also explore the history of how women have been depicted in art movements such as Surrealism, detournement and culture jamming, corresponding with my project of digital mixed media advertisements. I examine the way in which the prevalence of the male gaze in the media hinders progression to a less dependent, inferior, and sexualized view of women in advertising.

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33

Ratti, Anna. "European and Chinese legislation regulating the portrayal of women in television advertising: A comparison." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2015. http://amslaurea.unibo.it/8880/.

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This dissertation has two main purposes. On the one hand, it aims at comparing the gender stereotypes presented in the television commercials in China and in Europe. Considering the cultural, historical and socio-economical differences between these two contexts, it is interesting to examine the gender role models offered and used by the advertising industry in European Union and China in order to see if the gender stereotypes are similar and to evaluate to which extent they reflect, challenge or reinforce the gender roles of the society where they are broadcasted. On the other hand, the objective of this dissertation is to establish the degree of adequateness and effectiveness of the existing regulatory framework through an analysis of the positive and negative aspects of the regulatory acts issued to safeguard a fair representation of genders in the EU Member States and in China.

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Rogers, Tiffany. "Advertising Risk: A Comparative Content Analysis of Contraceptive Advertisements Targeting Black and White Women." Master's thesis, University of Central Florida, 2014. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/6346.

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This research compared contraceptive advertisements in two top-circulated publications for white and African American female subscribers, Cosmopolitan and Essence. Data consisted of a sample of 172 contraceptive advertisements from the two magazines published between 1992 and 2012. Quantitative analysis focused on the model(s)' race, age, marital status, and socioeconomic status; the type of contraceptive being advertised; and the reason stated in the ad for using the product. This analysis determined a disparity in the rate of advertisement of doctor-administered contraceptives for the publications of 25.4 percent in Essence magazine and 9.5 percent in Cosmopolitan magazine. Black women were targeted with long-term, doctor-administered birth control ads more frequently than white women over a twenty-year period, which correlates with findings of previous studies suggesting minority women receive these types of birth control more often than their white counterparts. Qualitative analysis focused on the written messages in the advertisements. This analysis identified the theme of risk as a prominent message of advertisements, appealing to concerns surrounding health, desirability, freedom and pregnancy.
M.A.
Masters
Sociology
Sciences
Applied Sociology

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Jere, Mlenga Golden. "Advertising to low-income consumers: portrayals of women in Drum magazine advertisements 1981-2010." Doctoral thesis, University of Cape Town, 2011. http://hdl.handle.net/11427/10974.

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This research examines the portrayal of women as message sources in advertisements appearing in Drum magazine 1981-2010, an important time period that captures South Africa's transition from Apartheid rule to a time when the equality of women has been recognised more formally.

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Gualtieri, Marie. "I'm every woman college women's perceptions of "real women" in print advertisements." Honors in the Major Thesis, University of Central Florida, 2012. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/560.

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In the American capitalist society, the media is often an agent used to perpetuate ideals and to inform consumers of products that they can purchase by using multiple advertising techniques. In an attempt to counter the thin body ideal for women, some companies have begun advertising their products by using plus size models, such as the Dove Campaign for Real Beauty. The purpose of this research is to examine college women's perceptions of the Dove Campaign for Real Beauty, an advertising campaign whose goal is to reverse the stereotypical body ideal for women and broaden the definition of beauty. Some sociologists have criticized Dove for sending conflicting messages. This study is the first that focuses on women's perceptions about this potential conflict. Through the use of both quantitative and qualitative methods, this study examined if, how, and when women changed their initial perceptions toward the Dove Campaign for Real Beauty based on two separate scenarios brought to their attention. This is important because the findings suggest how consumers can change their perceptions regarding a company, in this case one that is a part of a multi-million dollar parent company, based on how a company advertises its products.
B.S.
Bachelors
Sciences
Sociology

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Hurlbut, Madeleine A. "Deconstructing 'Empowerment' in Nike's 2010 Campaign: A Critical Assessment of Female-Targeted Sports Advertising." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/scripps_theses/567.

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This paper explores the ways in which Nike's 2010 'Make Yourself' campaign claims to promote 'female empowerment', when in actuality it supports beauty standards that serve to disempower and devalue women. This paper uses various semiotic and deconstructive techniques to explore this issue, including close readings of both the film and photographic texts of the campaign.

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Chan, Yin-ling Grace, and 陳妍齡. "Changing stereotypes: linguistic and semiotic aspects of modern women's image in Hong Kong TV advertising." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B17545493.

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Studer, Nanina. "Women Sell Mascara, Men Sell Machines? : A Content Analysis of Gender Portrayals in Swiss Prime-Time TV Advertisements." Thesis, Stockholms universitet, JMK, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-170347.

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This study analyzes gender portrayals in Swiss prime-time television advertising with regard to gender stereotypes. A content analysis of 449 characters of 412 distinct advertisements sampled from four selected German-speaking TV channels in Switzerland was carried out. Characters in the ads were coded for physical appearance, sexualization, social role, and occupation. The data show significant variations between the representation of women and men in all four aspects. An international comparison of the gender portrayals used in Swiss advertising suggests that they are almost identical to internationally used stereotypes. Only small deviances occur, such as the portrayal of both women and men in a home setting, an equal share of female and male characters doing housework, and no differences in the arguments given by women and men on why to use a product they advertise.

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Craven, Nena Sechler. "Chubby puppies and fat cats gendered deviance through overweight pets /." Access to citation, abstract and download form provided by ProQuest Information and Learning Company; downloadable PDF file, 78 p, 2007. http://proquest.umi.com/pqdweb?did=1400423741&sid=4&Fmt=2&clientId=8331&RQT=309&VName=PQD.

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James, Kevin R. "Attitudes towards female sports stars as endorsers." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2000. https://ro.ecu.edu.au/theses/1519.

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Successful and popular sports people have often been utilised as celebrity endorsers to encourage consumers to purchase goods and services. While male sports stars have a well-documented history as product endorsers, their female counterparts have been infrequently used, rarely studied and occasionally mismanaged. Using the dimensions that influence the credibility of a celebrity endorser, this study specifically examines consumer attitudes towards female sports stars as endorsers. Respondents intention to purchase was measured for three different products. As well, the attitude towards perceived attractive and non-attractive female sports stars was also explored. A three stage design, comprising of focus groups, specific target group surveys and a final large sample survey of university students was employed to capture public attitudes. T -tests and analysis of variance were used in the data analysis. The differing attitudes in regards to attractiveness was the highlight of the study. While gender affected some attitudes and the perceived attractiveness of the sports star produced some significant results, the findings suggested that expertise was a much more important factor to induce consumers to purchase products.

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Houston, Ella. "The representation of disabled women in Anglo American advertising : examining how cultural disability tropes impact on the subjective wellbeing of disabled women." Thesis, Lancaster University, 2017. http://eprints.lancs.ac.uk/125917/.

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This thesis critically analyses the representation of disabled women in a small sample of Anglo-American advertisements (produced post-2000), from a feminist disability studies perspective. From my application of textual and discourse analyses to nine advertisements featuring women with mobility impairment, mental health issues or visual impairment and gathering of data on how a sample of women with impairments respond to advertising representations of disability, I extend existing knowledge on the extent to which the makers of advertisements are representing disabled women in positive and empowering ways. Mitchell and Snyder’s (2015) concept of ‘inclusionism’ and Davis’ (2013) critique of ‘diversity’ in mainstream contexts particularly inform my argument that the makers of ads often presume to be empowering disabled women and promoting human diversity, whereas, the opinions of women with impairments frequently suggest otherwise. My findings indicate that individual responses to advertisements are inextricably linked with individual subjectivities and embodied realities. I argue that problematic advertising representations of disabled women do not automatically cause women with impairments to experience lowered levels of subjective wellbeing. Rather, many women with impairments use oppressive portrayals and cultural tropes surrounding disability and gender as an opportunity to reassert their affirmative identities as disabled women. I intend for the conclusions of my thesis to be used by the makers of advertisements who aim to promote authentic, rather than tokenistic, representations of diversity in their advertisements. In addition, my research adds to existing knowledge in the field by critically highlighting how tokenistic approaches to ‘diversity’ in advertisements constitutes ‘inclusionism’.

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Gillam, Susan. "Social pressures and resistance to cigarette smoking : a phenomenological study with young adolescent women /." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 2000. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape4/PQDD_0021/MQ55506.pdf.

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Moran, Patricia. "Whether or Not Television’s Depiction of Female Body Image Encourages Eating Disorders in Young Women." Thesis, Boston College, 2011. http://hdl.handle.net/2345/2529.

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Thesis advisor: William Stanwood
This research study seeks to answer the question of whether or not televisions advertisements’ depictions of female body image influences eating disorders in the young women who view such advertisements. The role of the cognitive processes social comparison theory and thin-ideal internalization was also explored as mediators in this relationship, as well as the efficiency of various programs aimed at correcting the problem of eating disorders in young women. Results were obtained by coding and observing the advertisements of various television programs popular among such a demographic. Messages encouraging thinness were recorded, as well as the percentage of thin actresses viewed. After analyzing the results and reviewing recent research on the problem, the conclusion was made there is likely a relationship between eating disorders and the depiction of the thin-ideal in advertising, however such a relationship is largely dependent on the female viewer herself, andmany other factors
Thesis (BA) — Boston College, 2011
Submitted to: Boston College. College of Arts and Sciences
Discipline: Communication Honors Program
Discipline: Communication

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Yang, Yi-Chen. "A comparison of women's roles as portrayed in Taiwanese and Chinese magazine print advertising." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2630.

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The purpose of this project was to examine the similarities and differences in magazine advertisements directed to women in China and Taiwan. Through content analysis of advertisments in these two countries, the researcher identified how women were portrayed and the social values or lifestyle attributed to them of each society.

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Kang, Mee-Eun. "Images of women in magazine advertisements : 1979 and 1991." Connect to this title online, 1993. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1114630654.

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Lee, Ka-yan Maggie, and 李嘉欣. "Advertising discourse analysis : a case study of female identities in a Hong Kong local female magazine." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2014. http://hdl.handle.net/10722/207134.

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Although Hong Kong ranked 15th globally in the United Nations Gender–related Development Index 2013 (UNDP, 2014), a discrepancy was identified between female images portrayed in print media and the actual gender equality progresses achieved (Equal Opportunities Commission, 2009). Media portrayals of female, particularly body beauty advertisements, disseminate female stereotypes and unequal gender ideologies. According to Wolf (1992, p.12), evaluating females with reference to a “culturally imposed physical standard” is the “last, best belief system that keeps male dominance intact”. The research investigated the current female identities textually and visually constructed in beauty culture magazine advertisements from an issue of the popular local female magazine, the (More) Oriental Sunday. It also explored how local consumers are approached with the female portrayals visually. It differs from the existing studies on local female portrayals in the media in terms of its approach and focus. As opposed to adopting content analysis, survey or focus group discussion, the research is based on a systematic linguistic analysis of beauty culture advertisements. It adopted a Dialectical-Relational Approach to Critical Discourse Analysis (Fairclough, 2009) and utilized Systemic Functional Linguistics (Halliday & Matthiessen, 2004), Visual Social Semiotics (Kress & van Leeuwen, 2006) as well as Goffman‘s gender display categories (1987). The findings show that discourses of objectification and self-objectification were concurrently represented in the female identities constructed textually and visually. The study implies that, in general, beauty culture magazine advertisements perpetuate the ideologies of beauty myth, emphasized femininity and patriarchy to enforce the social dominance of male and maximize profit simultaneously.
published_or_final_version
Applied English Studies
Master
Master of Arts in Applied Linguistics

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Saritmuthakul, Natsuda. "Female sports endorsement and attitudes toward brands and advertisements." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2861.

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Clarsen, Georgine. "The vote on wheels : Australian women and motoring, 1915-1945 /." Connect to thesis, 1997. http://eprints.unimelb.edu.au/archive/00000649.

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Kostelc, Theresa M. "Lessons in acquisition how domestic instruction for women shapes the middle-class /." Laramie, Wyo. : University of Wyoming, 2009. http://proquest.umi.com/pqdweb?did=2066594931&sid=5&Fmt=2&clientId=18949&RQT=309&VName=PQD.

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