Sex Roles

, Volume 64, Issue 3–4, pp 223–237 | Cite as

Gender Stereotypes Depicted by Western and Korean Advertising Models in Korean Adolescent Girls’ Magazines

  • Kyoungtae NamEmail author
  • Guiohk Lee
  • Jang-Sun Hwang
Original Article


Using content analysis based on Goffman’s (1979) typology, the authors examined gender role stereotypes in Korean fashion magazines targeting adolescent girls. Korean women were more stereotypically portrayed than any other group as smiling, pouting, and with a childlike or cute expression. On the other hand, Western women were more stereotypically portrayed than any other group in the categories of licensed withdrawal and body display. In some categories, male models were more female-stereotypically portrayed than female models of a particular race. Implications of the findings, future research suggestions, and limitations of the current study are discussed.


Gender stereotypes Advertising Race Adolescent girls Goffman 



We are grateful to the editor and anonymous reviewers for their constructive feedback and insightful suggestions which greatly improved this article.


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Copyright information

© Springer Science+Business Media, LLC 2010

Authors and Affiliations

  1. 1.Department of Advertising and PRKyungsung UniversityBusanRepublic of Korea
  2. 2.Department of Communication ArtSejong UniversitySeoulRepublic of Korea
  3. 3.Department of Advertising & PRChung-Ang UniversitySeoulRepublic of Korea

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