Die prikkelpopstereotipe in tydskrifadvertensies: 'n empiriese ondersoek onder tienderjariges

Abstract

SUMMARY Over the years the role which women portray in magazine advertisements has gradually changed. Women were usually portrayed in the more traditional roles of housewife and mother. However, the emphasis shifted from this more traditional portrayal of women to that of sex object. As a result of this a stereotype of woman as glamour-girl has emerged. In certain magazine advertisements there is not necessarily a connotation between the product advertised and the woman used as a model, while the verbal message usually has a sexual undertone. In this study the perception which black and white teenage girls have of this phenomenon, has been researched. Other variables included in this study are respondents' self-evaluation of how conservative/liberal they are as well as how religious/non-religious. The results indicate that the different racial groups have different perceptions of the use of women as sex symbols in magazine advertisements. Black teenagers, as well as the respondents who perceived themselve...