2015 | OriginalPaper | Buchkapitel
Gender Portrayals in Modern Cigarette and Alcohol Advertisements: A Replication
verfasst von : M. Wayne DeLozier, Caroline Lagarde, Jennifer Landura
Erschienen in: Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
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This paper presents a follow-up analysis to the Reid, King, and Wyant (1994) study using the~ methods they used to study gender portrayals in modern cigarette and alcohol advertising. Students content analyzed 394 unduplicated ads from I993- I994 issues from the same II magazines years later. The analysis revealed that advertisers still view women as decorative/sexual objects and men as the bread-earners.