Exploring Gender Stereotypes in American and Mexican Magazine Advertisements

摘要: This study analyzed gender stereotypes in American and Mexican magazine advertisements. The researchers conducted a content analysis of four major fashion magazines (i.e., Vogue, Cosmopolitan, People en Espanol, Vanidades), using KANG’s (1997) scales behaviors inspired by Goffman’s (1979) studies. researcher obtained findings averaging the overall sum each country’s comparing them for any similarities or disparities. results suggest similar amount across both countries, specifically categories “feminine touch”, “licensed withdrawal”, “body display”. Overall, from this provide further implications future marketers. Future should analyze behavior conducting longitudinal various types at an international level. Additional research ideas are discussed throughout research.