Africana Periodical Literature 
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| Title: | Through the looking-glass: exploring the wonderland of 'other' female portrayals in advertising |
| Author: | Maree, Tania |
| Year: | 2014 |
| Periodical: | Communicatio: South African journal for communication theory and research (ISSN 1753-5379) |
| Volume: | 40 |
| Issue: | 2 |
| Pages: | 113-136 |
| Language: | English |
| Geographic term: | South Africa |
| Subjects: | advertising women stereotypes images |
| External link: | https://doi.org/10.1080/02500167.2014.894926 |
| Abstract: | Research on gender portrayals in advertising are prolific and mostly focus on stereotypical roles. However, there is no previous research analysing portrayals that fall into the 'other' category of female roles, i.e.roles that ar not typical. The purpose of this article is, firstly, to examine the roles in which women are usually portrayed and, secondly, to determine whether women are portrayed in any new roles. A quantitative content analysis was conducted on samples of South African magazine and television advertisements. The findings indicate that the stereotypical decorative role was prevalent in magazine advertisements, while in television advertisements the product user was the person most often featured. A detailed analysis of the 'other' category in both media revealed four new role portrayals: leisure woman, sportswoman, spokesperson and customer. These roles represent a different view of the modern woman and may be used by brands to differentiate themselves from their competitors - considering the high levels of advertising clutter (competing messages) in mass media advertising. The article provides directions for future studies on the topic of female portrayals in advertising. Bibliogr., notes, sum. [Journal abstract] |
