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Dress and the Female Gender Role in Magazine Advertisements of 1950–1994: A Content Analysis
Author(s) -
Paff Jennifer L.,
Lakner Hilda Buckley
Publication year - 1997
Publication title -
family and consumer sciences research journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.372
H-Index - 31
eISSN - 1552-3934
pISSN - 1077-727X
DOI - 10.1177/1077727x970261002
Subject(s) - construct (python library) , content analysis , advertising , femininity , psychology , context (archaeology) , content (measure theory) , gender role , social psychology , postmodernism , gender studies , sociology , art , history , literature , mathematical analysis , social science , mathematics , archaeology , computer science , programming language , business
This content analysis of magazine advertisements was conducted to examine changesfrom 1950 to 1994 in gender orientation of roles and dress of women in advertisements and to investigate ways in which women's dress has been used in advertisements to socially construct the female role. Findings indicate that women were most often depicted in feminine roles and dress. As time progressed dress became somewhat more masculine, but roles remained consistently feminine. Findings suggest that advertisers in Good Housekeeping and Vogue have not depicted women realistically. No direct relationship between the gender orientation of the women's roles and dress was observed; gendered roles of activity did not vary with traditional gender stereotypes of appearance within magazine advertisements across time. This finding is interpreted as a possible reflection of social changes related to the postmodern era. The need to reconsider the relationship between appearance and gender roles in a postmodern context is addressed.