Images of men and women in mobile phone advertisements:: A content analysis of advertisements for mobile communication systems in selected popular magazines

被引：38

作者：

Doering, Nicola ^{[1
]}

Poeschl, Sandra ^{[1
]}

机构：

[1] Tech Univ Ilmenau, Inst Media & Commun Studies, Dept Media Design & Media Psychol, D-98684 Ilmenau, Germany

来源：

SEX ROLES | 2006年 / 55卷 / 3-4期

关键词：

gender stereotypes; content analysis; print advertisements; technology;

D O I：

10.1007/s11199-006-9071-6

中图分类号：

B844 [发展心理学（人类心理学）];

学科分类号：

040202 ;

摘要：

The present study was designed to analyze gender stereotypes in print advertisements for mobile communication systems in German popular magazines intended for men, women, and general readership. Depictions of both women and men are addressed. A total of 288 depictions were examined using Goffman's (Gender advertisements, Harvard University Press, Cambridge, Massachusetts, 1979) framework for content analysis. Other variables studied were the setting in which men and women are depicted and the different types of magazines in which the advertisements appeared. It is shown that certain means of emphasizing stereotypes (such as Feminine Touch) are still widely used, at least in mobile phone advertising, whereas others have decreased in frequency since Goffman's time (for example, Function Ranking).

引用

页码：173 / 185

页数：13

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