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Content Analysis Of Roles Portrayed By Women In Advertisements In Selected South African Media
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Book Synopsis Content Analysis of Roles Portrayed by Women in Advertisements in Selected South African Media by : Tania Maree
Download or read book Content Analysis of Roles Portrayed by Women in Advertisements in Selected South African Media written by Tania Maree and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Women have been portrayed in advertising in stereotypical roles for years. Typical stereotypes include the nurturing mother or the alluring seductress. Since the social climate and the roles of females have evolved through the years, the appropriate portrayal of women in today's media has become debatable. Findings from previous advertising research studies indicate that women are generally not depicted in powerful roles. This may limit the perceptions of women as it does not reflect their abilities and positions of power that they hold in real life. The primary objective of this study was to investigate the roles portrayed by women in magazine advertisements and television commercials in South Africa. Several secondary research objectives were set including inter alia the incidence of female models in advertisements and commercials, the ethnic representation of women in advertisements and commercials, and the types of products and services advertised using female models. Data were collected from full-page and double-page advertisements appearing in nine consumer magazines as well as commercials broadcasted during prime time on the four free-to-air television channels. The research method used was content analysis, which focused on the visual elements in advertisements and commercials - particularly the female model. The sample included 203 magazine advertisements and 245 television commercials. The results indicated that 55 per cent of magazine advertisements and 40 per cent of television commercials featured women. The findings also indicated various roles portrayed by women. The most prevalent role portrayal in magazine advertisements was that of a physically decorative woman (27%), typified as a woman that symbolises the physical ideal. In television commercials, women were most often depicted as product users, with 25 per cent of the portrayals showing a woman actually using or preparing to use the advertised product. The less prevalent portrayals included career woman, homemaker, mother, mannequin, romantic, sex object, social being, background elements as well as various other categories. From the other portrayals, the study has also identified new roles that had not been specifically identified in previous studies. The new roles identified in magazines were leisure woman and sportswoman, and in television commercials, customer and spokesperson. The results further revealed that women are used as visual attention-attracting focus points in advertisements across a range of different product or service categories. The product category that most often featured women in both media was personal care products (41% for magazine and 26% for television advertisements). The implications of the study are that South African advertisers need to consider the suitability of the models that are used to attract attention to their advertisements, as well as the fit between the role portrayal and the brand image. From a practical perspective, the study provides insight to advertisers regarding the relevance of female portrayals in advertising. One of the recommendations is that future research should be conducted to determine women's opinions on female portrayals in advertisements. The study contributes to the available literature on this topic in several ways. Firstly, current female roles in South African magazine and television advertising have been identified. Moreover, a number of new role portrayals were also identified and described. The information gained in the study could be utilised by other researchers as a basis for future studies.
Book Synopsis Content Analysis of Roles Portrayed by Women in Advertisements in Selected South African Media by : Tania Holtzhausen
Download or read book Content Analysis of Roles Portrayed by Women in Advertisements in Selected South African Media written by Tania Holtzhausen and published by . This book was released on 2010 with total page 662 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Portrayal of Women in Brazilian Advertisements by : Rubens da Costa Santos
Download or read book The Portrayal of Women in Brazilian Advertisements written by Rubens da Costa Santos and published by . This book was released on 1975 with total page 124 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis A Content Analysis of the Role Portrayal of Women Within Magazine Advertisements, Focusing on Ireland and the United States of America by : Pamela Barry
Download or read book A Content Analysis of the Role Portrayal of Women Within Magazine Advertisements, Focusing on Ireland and the United States of America written by Pamela Barry and published by . This book was released on 2005 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Roles Portrayed by Women in Magazine Advertisements by : Sharon Rudansky-Kloppers
Download or read book The Roles Portrayed by Women in Magazine Advertisements written by Sharon Rudansky-Kloppers and published by . This book was released on 1991 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Analysis of Roles Portrayed by Women in Magazine Advertisements by : University of Guelph. Department of Consumer Studies
Download or read book Analysis of Roles Portrayed by Women in Magazine Advertisements written by University of Guelph. Department of Consumer Studies and published by . This book was released on 1978 with total page 76 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Multiplicity of Women's Role Portrayals in Magazine Advertisements by : Heather Marie Andersen
Download or read book The Multiplicity of Women's Role Portrayals in Magazine Advertisements written by Heather Marie Andersen and published by . This book was released on 2000 with total page 118 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this study is to advance the understanding of how women are portrayed in magazine advertisements by employing interval measurements to the standard content analysis techniques and providing a comparison between the advertisements and actual trends of the female population in the United States. Although this study is a content analysis, the different constructs measured by unipolar, seven-point scales provided a more detailed account of the depiction of women in advertising. The account of the depiction was more detailed because stereotypes are often used as a basis for classification, yet stereotypes fail to measure less dominant features of character portrayal. Significant findings reveal a change in the direction advertising has been moving. Other role portrayal studies have used content analysis as a method for examining the depiction of women in advertising, but these studies failed to create a method for measuring several aspects within an advertisement. This study not only analyzed the most dominant characteristic of the portrayals of women in each advertisement; several characteristics of the advertisement were measured in an attempt to reflect more accurate stereotypes.
Book Synopsis Sex Role Portrayal of Women in Advertisements by :
Download or read book Sex Role Portrayal of Women in Advertisements written by and published by . This book was released on 1987 with total page 83 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Provocateur by : Anthony Joseph Paul Cortese
Download or read book Provocateur written by Anthony Joseph Paul Cortese and published by Rowman & Littlefield. This book was released on 2004 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: This updated second edition offers a refined theoretical framework, new pedagogical features, and expansion of advertising images and their analysis. Controversially, the second edition highlights preliminary evidence, contrary to popular opinion, that media sex and violence do not always sell. The new edition reviews these and other recent research findings. Other updates for this edition include: an evaluation of advertisements following the 9-11 terrorist attacks more on media violence and its nexus to youth violence new discussion of the use of advertising in law enforcement introduces the concept hybridizing (combinations of two types of advertising) many new ads representing cultural changes since the first edition
Book Synopsis How Men and Women are Portrayed in South African Television Commercials by : Amy Michelle Caswell
Download or read book How Men and Women are Portrayed in South African Television Commercials written by Amy Michelle Caswell and published by . This book was released on 2001 with total page 138 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis A Comparative Analysis of the Roles Portrayed by Women in Magazine Advertisements by : Deborah Sue Quarles
Download or read book A Comparative Analysis of the Roles Portrayed by Women in Magazine Advertisements written by Deborah Sue Quarles and published by . This book was released on 1994 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Integrated Marketing Communications by : Shimp
Download or read book Integrated Marketing Communications written by Shimp and published by . This book was released on 2013-12-19 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, SouthAfrican Edition provides a contemporary view of the role and importance of marketingcommunications. Emerging topics such as the enormous popularity of social media outlets,online and digital practices, viral communications, and personal selling – along with all of their effects on traditional marketing – are also discussed in this edition.
Book Synopsis Female Role Portrayal in South African Magazine Advertisements by : Juanne De Wet Lauer
Download or read book Female Role Portrayal in South African Magazine Advertisements written by Juanne De Wet Lauer and published by . This book was released on 2011 with total page 428 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Female Portrayals in Magazine Advertisements by : Dima Nuseibah
Download or read book Female Portrayals in Magazine Advertisements written by Dima Nuseibah and published by . This book was released on 2005 with total page 134 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Changing Roles Portrayed by Women in Indian Advertisements by : Y.L.R Moorthi
Download or read book The Changing Roles Portrayed by Women in Indian Advertisements written by Y.L.R Moorthi and published by . This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The role of women has been changing over the years in various fields around the world like advertising, academics, politics, etc. Today 30% of employees in the software industry are women. They are also distinguishing themselves as professionals in different walks of life. But has the representation of women advertising changed over a period of time in advertisements? Or does it confirm to some of the traditional notions about women and their role in society? That is the question we wish to deal with in this paper. The first section gives a review of literature on gender role portrayals in advertising. The second section discusses the various hypotheses of the study and the theoretical foundation for the same. The third section discusses the methodology of the study and a detailed analysis of the results. The last section contains general discussion, implications of the study, scope for further research and conclusion.
Book Synopsis Portrayals of Women in the Media by : Jessica Lynn Paull
Download or read book Portrayals of Women in the Media written by Jessica Lynn Paull and published by . This book was released on 2004 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis A Woman's Place by : Alice E. Courtney
Download or read book A Woman's Place written by Alice E. Courtney and published by . This book was released on 1970 with total page 4 pages. Available in PDF, EPUB and Kindle. Book excerpt: