Women In Advertising Research

7699 Words31 Pages
Abstract
A COMPARATIVE ANALYSIS OF THE ROLES PORTRAYED BY WOMEN IN PRINT ADVERTISEMENTS: A CONTENT ANALYSIS ON SELECTED MAGAZINES AND NEWSPAPERS
Samir Sarkar MA(Geog), MBA (Mktng & Fin)
Assistant Professor, MBA Department.
Gauhati University ssarkargumba@gmail.com/9508423060 In recent years extensive thought has focused upon the roles portrayed by women in advertisements. Substantial research has been conducted on this issue and, for the most part, study findings have been long-suffering of advertising. Research on female stereotypes in India is particularly scant, and thus, there are lacks of evidences on whether women are depicted in stereotypical terms on the Indian print media or not. Advertising has been criticized for presenting women
…show more content…
Women in non-traditional activity 14 2 2 0 2 3 6. Career oriented women 5 8 39 17 17 5 7. Voice of authority 6 0 6 0 14 2
Women portrayed an equal to men 8. Neutral 14 2 67 20 5 6

Chi-square test has been conducted to establish the hypothesis (details of table is given in appendix-I) whether females were portrayed differently or not in different language magazines. The tabulated value of Chi-square test with 15 degree of freedom at 99% level of confidence is 30.578. As the calculated value was (58) and is more than tabulated value (38.578), hence we could conclude than different category of magazines do manifest women differently in case of magazines.
Although, one thing is very clear that female were portrayed in Decorative role and mostly concerned with physical attractiveness irrespective of the categories of magazines. Sakhi, Nandini, Cosmopolitan, Barnali, Priyo sakhi and Eclectic-all sample magazines showing female concerned with physical
…show more content…
Patzer, G L.: 1985, The Physical Attractiveness Phenomena (Plenum Press, New York).
68. Resnik, A., and Stern, B. L. (1977), "An Analysis of Information Content in Television Advertising," Journal of Marketing, 41, 50-3.
69. Roberts, C. (1970-1971), "The Portrayal of Blacks on Net-work Television," Journal of Broadcasting, 15, 45-53.
70. Roberts, D. F., Sikorski, L. A., and Paisley, W. J. (1969), "Letters in Mass Magazines as Outcroppings of Public Concern," Journalism Quarterly, 46, 743-52.
71. Rudman, L. A., & Borgida, E. (1995). The after glow of construct accessibility: The behavioural consequences of priming men to view women as sexual objects. Journal of Experimental Social Psychology, 31, 493-517.
72. Schutz, W. C. (1952), "Reliability, Ambiguity and Content Analysis," Psychological Review, 59, 119-29. (1958), "On Categorizing Qualitative Data in Content Analysis," Public Opinion Quarterly, 22, 503-15.
73. Scott, W. A. (1955), "Reliability of Content Analysis: The Case of Nominal Scale Coding," Public Opinion Quarterly, 19, 321-5.
74. Sexton, D. E. and P. Haberman: 1974, 'Women in Magazine Advertisements', Journal of Advertising Research 14(4),
Open Document