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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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    women; advertising; magazines; gender;


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