A Study of Gender Advertisements. A Statistical Measuring of the Prevalence of Genders’ Patterns in the Images of Print Advertisements
Abstract
This study extends a previous Goffmann’s work. He categorized gender stereotypes in advertising pictures in USA in the 1970s, in six main groups: relative size, feminine touch, function ranking, family, ritualization of subordination, licensed withdraw. This work is a tentative of a statistical measure of the prevalence of gender’s patterns in print advertisements, in Italy, in 2006. The Hypotheses: strongest gender’s stereotypes survive, some changed, others disappeared. The results show that main gender’s stereotypes are hard to die even though the society has significantly changed, creating “modern” stereotypes. The line between masculinity and femininity seems to be thinner today.
Keywords
environmental effects of industries and plants
renewable energy sources
environmental sciences
general works
history of scholarship and learning. the humanities
social sciences (general)
water supply for domestic and industrial purposes
social sciences
architecture
sociology (general)
aesthetics of cities. city planning and beautifying
communication. mass media
hydraulic engineering
bibliography. library science. information resources
marketing. distribution of products
advertising
construction industry
auxiliary sciences of history
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109929
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