GENDER PORTRAYALS: ADVERTISING IMAGES

OF MALES AND FEMALES IN MEDIA

Media representation of sex roles and gender

stereotypes have a dramatic effect on individuals
and society.

The analysis of gender portrayals in various media

that are targeted to adults is not enough.

More research is needed on the interplay between

masculine and feminine portrayals in magazine
advertising
Advanced Marketing 2016 1
 ?What made the topic important
 Audio/visual messages in advertising that depict
stereotypical gender roles and displays

Advanced Marketing 2016 2

 Gender advertising
 Scholars argued that advertisers are obsessed
with gender.
 Campaigns for some products target a
specific stereotype of male/female/and or
both together.
 A lot of research over the years has taken a
keen eye to those advertisements to see how
they reinforce cultural stereotypes.
Advanced Marketing 3
 Female in rural area

Advanced Marketing 4
 Male from upper Egypt

Advanced Marketing 5
 Pure romantic relationships
were in past days

Advanced Marketing 6
Female dominance over decision-making

Advanced Marketing 7
 Females in print media

Advanced Marketing 2016 8

 Female as a mother

Advanced Marketing 9
 Male in print media

Advanced Marketing 2016 10

 Male and female in media

Advanced Marketing 11
 Male and female

Advanced Marketing 12
 Nonverbal behaviors involving dominance
and control are associated more with boys
than girls.
 Advertising directed toward children has
also been shown to feature more boys
than girls, to position boys in more
dominant, active roles, and to use male
voice-overs more frequently than female
ones
Advanced Marketing
2016 13
 Examples of research

The examination of advertising

images of both males and females in four
popular magazines, including two
magazines targeted to males and two
.magazines targeted to females

Advanced Marketing 14
 Related-issues
The presence of gender stereotypes in relation to the
interaction between male and female characters in
media

Ethical advertising

Discrimination (Are stereotypical roles prevalent)

Insights into how interplay between the male and

female forms either furthers or breaks down traditional
gender stereotypes

Advanced Marketing 2016 15

 Research questions

Are traditional stereotypical

roles present when males and
females are portrayed together
?in a magazine advertisement

Advanced Marketing 2016 16

 Hypothesis 1
When males and females are portrayed
together in a magazine advertisement,
male characters will be depicted as
more dominant than female characters,
while female characters will be
depicted as more inferior than male
.characters
Advanced Marketing 2016 17
Advanced Marketing 2016 18
Advanced Marketing
2017
19
 Hypothesis 2

When males and females are portrayed together

in a magazine advertisement, male characters
will be depicted as more confident and more
serious than female characters, while female
characters will be depicted as less confident and
sillier than male characters

Advanced Marketing 2016 20

Advanced Marketing 2016 21
Advanced Marketing 2016 22
 Hypothesis 3
When males and females are portrayed
together in a magazine advertisement,
male characters will be
depicted as athletic, while female
characters will be depicted as thin

Advanced Marketing 2016 23

Advanced Marketing 2016 24
Advanced Marketing 2016 25
Advanced Marketing 2016 26
Advanced Marketing 2016 27
 Research question 2 and 3
Is there an association between the
gender of the targeted audience of the
magazine and the stereotypical
?portrayals of males and females

How are males and females and their

relationships generally portrayed in
?magazine advertisements
Advanced Marketing 2016 28
Advanced Marketing 2016 29
 Conclusion
 While stereotyping still exist, advertising’s
portrayal of women is improving in many
areas. Many advertisers have begun to
recognize the importance of portraying
women realistically.
 The increase in the number of working women
has resulted not only in women having more
influence in family decision making but also in
more single-female households, which mean
more independent purchasers.
30