Sex Roles

, Volume 53, Issue 11–12, pp 887–899 | Cite as

Gender Role Portrayals in American and Korean Advertisements

  • Roxanne HovlandEmail author
  • Carolynn McMahan
  • Guiohk Lee
  • Jang-Sun Hwang
  • Juran Kim


This article reports on an examination of gender role portrayals in American and Korean magazine advertisements that is based on the work of Erving Goffman (1979). Through a study of advertising images, we explored implied gender roles within and between cultures. Results of an analysis of a random sample of American advertisements are compared to results for comparable Korean magazines and to previous researchers' applications of Goffman's approach to American advertisements. Results indicate that sexism in American magazine advertisements has decreased but not disappeared. Evidence of sexism in Korean magazine advertisements was found as well. We also compared gender depictions in advertisements directed to magazine audiences of relatively different ages. Observations are made about differences in gender role portrayals in American advertisements over time, between cultures, and for different aged magazine readers.

Key Words

gender roles American and Korean magazine advertisements Erving Goffman 


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Copyright information

© Springer Science + Business Media, Inc. 2005

Authors and Affiliations

  • Roxanne Hovland
    • 1
    • 5
    Email author
  • Carolynn McMahan
    • 2
  • Guiohk Lee
    • 3
  • Jang-Sun Hwang
    • 4
  • Juran Kim
    • 1
  1. 1.College of Communication and InformationUniversity of TennesseeKnoxville
  2. 2.Department of CommunicationUniversity of North FloridaFlorida
  3. 3.Department of Communication ArtSejong UniversityGwangjin-guKorea
  4. 4.College of Political Science and EconomicsChung-Ang UniversitySeoulKorea
  5. 5.476 Communications and Information BuildingKnoxville

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