Content Analysis Of Women In Advertising Essay
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 in traditional roles, decorative role and
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(Budd, Thorpe, and Donohew 1967, p. 2)12
Characteristics of content Analysis: Almost all the researcher agreed with the view that the characteristics of content analysis must be objective, systematic and quantitative.
• Objectivity: Objectivity is the necessary character of content analysis. The prerequisite of objectivity stipulates that the categories of analysis be defined so precisely that different analysts may apply them to the same body of content and secure the same results (Berelson 1952)9.
• Systematization: The second attribute of content analysis is systematization. To get the appropriate result the various data must be arranged and analyzed systematically. “A datum about communications content is meaningless until it is related to at least one other datum. The link between these data is represented by some form of theory. Thus all content analysis is concerned with comparison, the type of comparison being dictated by the investigator's theory. (Holsti, 1969, p.
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