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Is gender stereotyping in advertising more prevalent in masculine countries? A cross-national analysis

Author

Listed:
  • Kristof De Wulf
  • Gaby Odekerken-Schrder
  • Natascha Hofstee

    (Vlerick Leuven Gent Management School)

Abstract

The objective of this study is to test whether gender stereotyping in printed advertising is more prevalent in masculine as opposed to feminine countries. We consider this to be important, as advertising is generally more influential than literature in spreading stereotypical ideas given its high accessibility. Moreover, the way in which sexes are portrayed in advertising affects peoples perceptions of gender roles in real life. Using content analysis, we collected empirical data on gender stereotyping of women depicted in 946 printed advertisements from two European countries widely differing in their level of masculinity, the UK and the Netherlands. The results indicate that a countrys masculinity index is hardly related to the use of gender stereotyping in printed advertising, potentially implying that other factors underlie the use of gender stereotyping.

Suggested Citation

  • Kristof De Wulf & Gaby Odekerken-Schrder & Natascha Hofstee, 2003. "Is gender stereotyping in advertising more prevalent in masculine countries? A cross-national analysis," Vlerick Leuven Gent Management School Working Paper Series 2003-15, Vlerick Leuven Gent Management School.
    • Handle: RePEc:vlg:vlgwps:2003-15
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