A comparison of role portrayal of men and women in magazine advertising in USA and Sweden
Charles R. Wiles and Anders Tjernlund
The purpose of this cross-cultural study was to examine the roles of men and women depicted in magazine advertising in Sweden and compare those roles to those of men and women in magazine advertising in the US. A larger number of categories of magazines was used than in most past role portrayal studies in the US. Findings suggest that a major difference between the two countries was the treatment of the sexes in advertisements depicting non-working...