Female role portrayal in South African magazine advertisements

dc.contributor.authorLauer, Juanne De Wet
dc.date.accessioned2013-11-11T11:51:14Z
dc.date.available2013-11-11T11:51:14Z
dc.date.issued2013-07
dc.description.abstractEven though women actually fulfil many roles in real life, advertisements targeting female consumers are often accused of depicting women in traditionally stereotypical roles. The purpose of this article is to analyse the visual elements of the roles portrayed by female models in South African magazine advertisements. The study on which this article is based has made a unique contribution by investigating not only the relationship between the roles portrayed and the ethnicity of the female models, but also the relationship between the product categories advertised and the ethnicity of the female models. A total of 258 full-page and double-page advertisements were sampled from two issues of nine consumer magazines published in South Africa. The research, using content analysis, found that female models were predominantly portrayed as consumers and as the decorative focal points in advertisements advertising apparel, accessories and personal care products. A significant relationship was moreover identified between the product categories advertised and the ethnicity of the female models.en_US
dc.description.librarianam2013en_US
dc.description.urihttp://www.journals.co.za/ej/ejour_comcare.htmlen_US
dc.description.urihttp://hdl.handle.net/2263/26361en_US
dc.identifier.citationLauer, J 2013, 'Female role portrayal in South African magazine advertisements', Communicare : Journal for Communication Sciences in Southern Africa = Communicare : Tydskrif vir Kommunikasiewetenskappe in Suider-Afrika, vol. 32, no. 1, pp. 21-37.en_US
dc.identifier.issn0259-0069
dc.identifier.urihttp://hdl.handle.net/2263/32347
dc.language.isoenen_US
dc.publisherSouthern African Communication Associationen_US
dc.rightsSouthern African Communication Associationen_US
dc.subjectFemale role portrayalen_US
dc.subjectConsumer magazinesen_US
dc.subjectSouth African magazine advertisementsen_US
dc.titleFemale role portrayal in South African magazine advertisementsen_US
dc.typeArticleen_US

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