Abstract
Advertisements from magazines aimed at AfricanAmericans were compared to ads from magazines aimedpredominantly at Whites. Over 200 magazineadvertisements were analyzed according to Goffman's(1976) rubrics of licensed withdrawal, function ranking,relative size, ritualization of subordination, femininetouch, and the family. Results indicated that the adsfrom White-oriented magazines were characterized by relatively frequent displays of licensedwithdrawal and ritualization of subordination. Thoseaimed at African Americans, however, were characterizedby more frequent portrayals of the family. Almost half of each sample were classified into an“other” category which followed none ofGoffman's rubrics. Results are discussed in terms of thedemand characteristics implicit in gender advertisements and in terms of cultural differences in genderrole expectations.
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