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

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Abstract

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.

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Acknowledgement

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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Authors and Affiliations

  1. Department of Advertising and PR, Kyungsung University, 608-736, , 110-1, Daeyeon-Dong, Nam-Gu, Munwha-Gwan 315-Ho, Busan, Republic of Korea

    Kyoungtae Nam

  2. Department of Communication Art, Sejong University, Seoul, Republic of Korea

    Guiohk Lee

  3. Department of Advertising & PR, Chung-Ang University, Seoul, Republic of Korea

    Jang-Sun Hwang

Authors
  1. Kyoungtae Nam
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  2. Guiohk Lee
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  3. Jang-Sun Hwang
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Correspondence to Kyoungtae Nam.

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Nam, K., Lee, G. & Hwang, JS. Gender Stereotypes Depicted by Western and Korean Advertising Models in Korean Adolescent Girls’ Magazines. Sex Roles 64, 223–237 (2011). https://doi.org/10.1007/s11199-010-9878-z

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