Gender advertisements in magazines aimed at African Americans: A comparison to their occurrence in magazines aimed at Caucasians

Advertisements front magazines aimed at African Americans were compared to ads from magazines aimed predominantly at Whites. Over 200 magazine advertisements were analyzed according to Goffman's (1976) rubrics of licensed withdrawal, function ranking, relative size, ritualization of subordination, feminine touch, and the family. Results indicated that the ads from White-oriented magazines were characterized by relatively frequent displays of licensed withdrawal and ritualization of subordination. Those aimed at African Americans, however; were characterized by more frequent portrayals of the family. Almost half of each sample were classified into an "other" category which followed none of Goffman's rubrics. Results are discussed in terms of the demand characteristics implicit in gender advertisements and in terms of cultural differences in gender role expectations.