월간지 광고 사진에서 나타나는 남녀의 성역할 스테레오타입에 관한 연구-월간조선, 월간중앙, 신동아를 중심으로-
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Abstract
Using Goffman's gender analysis categories as a theoretical base, this study content analyzed advertisements printed in three monthly news magazines of Korea: Monthly Chosun, Monthly JungAng, Shin Dong-A. The researcher found that women are portrayed as independent decision makers for inexpensive products that pertained to their person, their children, and their homes. Consistent, stereotypical portrayls of women in advertisements are found in theses news magazines. The findings of this study are similar to that of Courtney and Lockeretz(1971) seminal study in which women featured in magazine advertisements were (a) rarely shown working outside the home, (b) rarely portrayed as professionals, (c) often shown as dependent on men, (d) frequently portrayed as sex objects, (e) typically promoted low-cost, every day items.
참고문헌 (16)
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