Portrayal of women in advertisements

Portrayal of females in magazine advertisements in Hong Kong

The Portrayal of Women in English Films Localized into Persian

Audiovisual translation, the same as other forms of intercultural communication, tends to intervene with the original in order to comply with the norms of the receiving culture. Since the Islamic Revolution of 1979, the Iranian cinema has resorted to a conservative approach wherein the portrayal of the role of women, among other cultural issues, has been controlled to adapt to the Islamic thoug...

The Portrayal of Older Adults in Indian and U.S. Magazine Advertisements

This paper reports a content analysis of print advertisements from Žve popular magazines in the United States and Žve in India. Advertisements featuring older adults were examined to describe the nature of the portrayals. Older adults were shown to be presented in a relatively positive light in both cultures, that is, well groomed, active, healthy, and happy. However, older women were underrepr...

The portrayal of older people's social participation on german prime-time TV advertisements.

OBJECTIVES We investigated the portrayal of older people's social participation on TV advertisements according to a set of theoretically meaningful indicators from communication science and gerontology. METHODS We examined a representative sample of 656 prime-time advertisements broadcast for a period of 2 weeks in 2005 in Germany. Five percent of the advertisements featured at least one olde...

The Portrayal of Men and Women in British Television Advertisements: A Review of 7 Studies Published Over a 12 Year Period

A good deal of this literature was inspired by McArthur and Resko’s [2] study analysing American television commercials. The coding categories devised for the content analysis in this paper formed the basis of nearly all subsequent research and this modest study has to date over 70 citations.The essential methodology of the study was replicated in other countries [12,13]. Furnham and Mak [1] re...