Female role stereotypes in print advertising

Abstract

PurposeThe purpose of this study is three‐fold: to provide recent evidence in the UK on the frequency of appearance of female role portrayals in print advertisements; to compare female role stereotypes across magazine types; and to explore the interface between female role stereotypes and product categories.Design/methodology/approachAn integrative approach to content analysis was used in order to analyze advertising communication in print media. The sample consisted of n=3,830 advertisements published in ten high circulation UK magazines.FindingsThe study indicates that women in UK magazine advertisements are mainly portrayed in decorative roles; and that female role stereotypes vary significantly across magazine types. The findings also suggest that there is an association between product categories and female role stereotypes.Practical implicationsThe study highlights the need for the advertising industry in the UK to adjust its communication practices to the changing role of women in society.Originality/valueThe study extends research in the area of female role stereotypes in print advertising by considering the frequency of female role portrayals across different magazine types; and investigating the association between product categories and female role stereotypes.