For this study, content analysis was conducted on 2, 525 advertisements out of Good Housekeeping magazine from 1955-2005. Each advertisement was coded individually by date, gender, partial or full body, race, product category, and how the level of the ad fits traditional gender roles. It was found that the portrayal of women in advertisements in Good Housekeeping magazine has changed little in the past 50 years and continues to depict women as either domestic companions or decorative objects. The findings were consistent with other researchers who also found that the media is not responsive to the changing situation of women in the United States. This is in spite of the fact that women buy over 80% of all consumer goods. Women are still being unrepresented in advertisements for goods considered to be traditionally male products and are often confined to representations that fit patriarchal gender stereotypes in Good Housekeeping magazine.Good Housekeeping magazine ads for financial service products frequently showed people in familyatype settings or men by themselves. Women, if shown by themselves, ... In the 2000s this number increased to 1.3%. This is an increase , butanbsp;...
|Title||:||Marketing to Women: A Content Analysis of "Good Housekeeping" Advertisements from 1955 to 2005|
|Publisher||:||ProQuest - 2008|