Sex Roles

, Volume 55, Issue 3–4, pp 173–185 | Cite as

Images of Men and Women in Mobile Phone Advertisements: A Content Analysis of Advertisements for Mobile Communication Systems in Selected Popular Magazines

  • Nicola Döring
  • Sandra Pöschl
Original Article


The present study was designed to analyze gender stereotypes in print advertisements for mobile communication systems in German popular magazines intended for men, women, and general readership. Depictions of both women and men are addressed. A total of 288 depictions were examined using Goffman’s (Gender advertisements, Harvard University Press, Cambridge, Massachusetts, 1979) framework for content analysis. Other variables studied were the setting in which men and women are depicted and the different types of magazines in which the advertisements appeared. It is shown that certain means of emphasizing stereotypes (such as Feminine Touch) are still widely used, at least in mobile phone advertising, whereas others have decreased in frequency since Goffman’s time (for example, Function Ranking).


Gender stereotypes Content analysis Print advertisements Technology 



The authors would like to thank Franziska Fellenberg for her contribution as a reliability coder.


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Copyright information

© Springer Science+Business Media, LLC 2006

Authors and Affiliations

  1. 1.Department of Media Design and Media Psychology, Institute for Media and Communication StudiesTechnische Universität IlmenauIlmenauGermany

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