Advertising and Sexual Content
Running Head: SEXUAL CONTENT IN MAGAZINE ADVERTISEMENTS
Sexual Content in Advertisements in Women’s and Adolescent Girls’ Magazines
3/2230
California State University San Marcos
Abstract
A content analysis was conducted to examine sexual content in women’s and adolescent girls’ magazines. Sexuality was classified under three dimensions: facial expression, body language, and revealing clothing. Four popular female fashion magazines that publish adult and adolescent counterparts were selected. Coders analyzed 40 full paged advertisements for sexually explicit material and recorded ads as either “yes” or “no” as sexual. It was hypothesized that there would be more ads with sexual content in women’s magazines than in adolescent girls’ magazines. A Chi-Square test of independence yielded that there was not a significant difference between the two. The implications of these findings are discussed.
Sexual Content in Advertisements in Women’s and Adolescent Girls’ Magazines
Advertising is not only the bearer of messages, it is the message. Many present day advertisements allure to the philosophy that an ideal woman is submissive, extremely beautiful, and subsists to fulfill men’s sexual desires (Baker, 2005). Studies have revealed that across a variety of magazines, advertisements use many stereotypes to portray women in an assortment of roles such as housewives, sex objects, and even as decorative elements (Baker, 2005; Stankiewicz & Rosselli, 2008; Zimmerman & Dahlberg, 2008). Sexual content in advertising has become more evident. Between 1964 and 1984 alone, the amount of ads sexual in nature tripled (Soley, 1986). At present, this trend continues to increase and intensify (e.g., Archer, Iritani, Kimes, & Barrios, 1983; Courtney & Whipple, 1983; Goffman, 1979, as cited in Baker, 2005). The fact that advertising has become so pervasive and ubiquitous suggests it has a substantial and objectionable impact on society. The enormity of the
Sexual Content in Advertisements in Women’s and Adolescent Girls’ Magazines
3/2230
California State University San Marcos
Abstract
A content analysis was conducted to examine sexual content in women’s and adolescent girls’ magazines. Sexuality was classified under three dimensions: facial expression, body language, and revealing clothing. Four popular female fashion magazines that publish adult and adolescent counterparts were selected. Coders analyzed 40 full paged advertisements for sexually explicit material and recorded ads as either “yes” or “no” as sexual. It was hypothesized that there would be more ads with sexual content in women’s magazines than in adolescent girls’ magazines. A Chi-Square test of independence yielded that there was not a significant difference between the two. The implications of these findings are discussed.
Sexual Content in Advertisements in Women’s and Adolescent Girls’ Magazines
Advertising is not only the bearer of messages, it is the message. Many present day advertisements allure to the philosophy that an ideal woman is submissive, extremely beautiful, and subsists to fulfill men’s sexual desires (Baker, 2005). Studies have revealed that across a variety of magazines, advertisements use many stereotypes to portray women in an assortment of roles such as housewives, sex objects, and even as decorative elements (Baker, 2005; Stankiewicz & Rosselli, 2008; Zimmerman & Dahlberg, 2008). Sexual content in advertising has become more evident. Between 1964 and 1984 alone, the amount of ads sexual in nature tripled (Soley, 1986). At present, this trend continues to increase and intensify (e.g., Archer, Iritani, Kimes, & Barrios, 1983; Courtney & Whipple, 1983; Goffman, 1979, as cited in Baker, 2005). The fact that advertising has become so pervasive and ubiquitous suggests it has a substantial and objectionable impact on society. The enormity of the
References: Baker, B. N. (2005). Images of women’s sexuality in advertisements: A content analysis of Black- and White-oriented women’s and men’s magazines [Electronic version]. Sex Roles, 52, 13-27. Soley, L. C. (1986). Sex in advertising: A comparison of 1964 and 1984 magazine advertisements [Electronic version]. Journal of Advertising, 15(3), 46-54. Social Learning Theory (A. Bandura). (n.d.). Retrived October 9, 2008, from http://tip.psychology.org/bandura.html. Stankiewiez, J. M., & Rosselli, F. (2008). Women as sex objects and victims in print advertisements [Electronic version]. Sex Roles, 58, 579-589. Zimmerman, A., & Dahlberg, J. (2008). The sexual objectification of women in advertising: A contemporary cultural perspective [Electronic version]. Journal of Advertising Research, 71-79. Appendix A Appendix B