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Lather, Rinse, Repeat – The Stereotyping of Women in Magazine Grooming Advertisements

Ortega, Jaritza LU and Stara, Janina LU (2018) BUSN39 20181
Department of Business Administration
Abstract
This study investigates how magazine grooming advertisements currently portray and stereotype women. By examining women’s portrayal and stereotyping, this research aims to uncover whether advertising depicts women fairly based on their changing role in society from a rather traditional, domestic and dependent role to a more non-traditional, professional and independent one. With this purpose, this study analyzed 92 unique grooming advertisements found in the 2017 issues of the U.S. women’s lifestyle magazines Seventeen, Cosmopolitan and Good Housekeeping. The grooming advertisements were analyzed through a qualitative semiotic discourse analysis and in conjunction with established theories on the attributes of stereotypes, Goffman’s gender... (More)
This study investigates how magazine grooming advertisements currently portray and stereotype women. By examining women’s portrayal and stereotyping, this research aims to uncover whether advertising depicts women fairly based on their changing role in society from a rather traditional, domestic and dependent role to a more non-traditional, professional and independent one. With this purpose, this study analyzed 92 unique grooming advertisements found in the 2017 issues of the U.S. women’s lifestyle magazines Seventeen, Cosmopolitan and Good Housekeeping. The grooming advertisements were analyzed through a qualitative semiotic discourse analysis and in conjunction with established theories on the attributes of stereotypes, Goffman’s gender display framework and grooming rituals to uncover the underlying meanings communicated by grooming advertisements. The results show that magazine grooming advertisements portray and stereotype women predominantly in traditional feminine and submissive poses while being dependent and concerned with reaching beauty ideals. However, the results further indicate that some advertisements undertake a more empowering approach and stereotype women as being powerful, independent and capable of breaking down traditional female gender roles and beauty expectations, hence showing that advertisements are slowly adapting to women’s changing role in society. (Less)
Please use this url to cite or link to this publication:
author
Ortega, Jaritza LU and Stara, Janina LU
supervisor
organization
course
BUSN39 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
Gender advertising, gender stereotypes, female portrayals, grooming advertisements, magazines, women’s role
language
English
id
8945213
date added to LUP
2018-06-28 14:39:15
date last changed
2018-06-28 14:39:15
@misc{8945213,
  abstract     = {{This study investigates how magazine grooming advertisements currently portray and stereotype women. By examining women’s portrayal and stereotyping, this research aims to uncover whether advertising depicts women fairly based on their changing role in society from a rather traditional, domestic and dependent role to a more non-traditional, professional and independent one. With this purpose, this study analyzed 92 unique grooming advertisements found in the 2017 issues of the U.S. women’s lifestyle magazines Seventeen, Cosmopolitan and Good Housekeeping. The grooming advertisements were analyzed through a qualitative semiotic discourse analysis and in conjunction with established theories on the attributes of stereotypes, Goffman’s gender display framework and grooming rituals to uncover the underlying meanings communicated by grooming advertisements. The results show that magazine grooming advertisements portray and stereotype women predominantly in traditional feminine and submissive poses while being dependent and concerned with reaching beauty ideals. However, the results further indicate that some advertisements undertake a more empowering approach and stereotype women as being powerful, independent and capable of breaking down traditional female gender roles and beauty expectations, hence showing that advertisements are slowly adapting to women’s changing role in society.}},
  author       = {{Ortega, Jaritza and Stara, Janina}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Lather, Rinse, Repeat – The Stereotyping of Women in Magazine Grooming Advertisements}},
  year         = {{2018}},
}