Men and Women: Images of Their Relationships in Magazine Advertisements

Michael L Klassen, Cynthia Jasper and Anne Schwartz

A study of how men and women are portrayed when shown together in magazine advertisements. Previous studies involving content analysis are reviewed.

Men and Women: Images of Their Relationships in Magazine Advertisements

Michael L Klassen, Cynthia Jasper and Anne Schwartz

This study analyzes advertisements in three popular magazines - Ms., Playboy, and Newsweek- in order to understand how men and women, when pictured together, are portrayed. Unlike most previous studies, the focus of this study is not on the specific individual roles depicted in advertisements, such as homemaker or boss, or the products they purchase, such as detergents or automobiles. Rather, the interest here is in subtler visual cues in ads involving...

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