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Women As An Advertising Target Versus Women As An Advertising Tool


  • CRISAN, Raluca
  • POP, Anisoara


The purpose of this paper is to examine the ways in which women are portrayed in magazine advertisements, and, specifically, to determine what differences exist in the portrayals of women in advertising featured in magazines targeted to men versus magazines targeted to women. This paper is based on several advertisements taken from magazines such as Vogue, Cosmopolitan, on the one hand, and FHM and MAXIM on the other. The aim of this paper is to demonstrate that many of the messages present in advertising help perpetuate negative stereotypes about women and enforce traditional gender roles.

Suggested Citation

  • CRISAN, Raluca & POP, Anisoara, 2013. "Women As An Advertising Target Versus Women As An Advertising Tool," Academica Science Journal, Economica Series, Dimitrie Cantemir University, Faculty of Economical Science, vol. 2(3), pages 10-20, December.
  • Handle: RePEc:tig:journl:v:2:y:2013:i:3:p:10-20

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    References listed on IDEAS

    1. Thomas J. Prusa, 2005. "Anti-dumping: A Growing Problem in International Trade," The World Economy, Wiley Blackwell, vol. 28(5), pages 683-700, May.
    2. Maurizio Zanardi, 2004. "Anti-dumping: What are the Numbers to Discuss at Doha?," The World Economy, Wiley Blackwell, vol. 27(3), pages 403-433, March.
    3. Jørgen Ulff-Møller Nielsen & Aleksander Rutkowski, 2005. "The EU Anti-dumping Policy Towards Russia and China: Product Quality and the Choice of an Analogue Country," The World Economy, Wiley Blackwell, vol. 28(1), pages 103-136, January.
    4. Simon J. Evenett & Edwin Vermulst, 2005. "The Politicisation of EC Anti-dumping Policy: Member States, Their Votes and the European Commission," The World Economy, Wiley Blackwell, vol. 28(5), pages 701-717, May.
    5. Fredrik Erixon & Patrick Messerlin, 2009. "Containing Sino-European Protectionism," Economic Affairs, Wiley Blackwell, vol. 29(1), pages 83-85, March.
    6. Kenneth Chan, 2010. "Images, visibility and the prospects of soft power of the EU in Asia: the case of China," Asia Europe Journal, Springer, vol. 8(2), pages 133-147, July.
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    women; advertising; magazines; gender;


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