Role Portrayals in British Magazine Advertisement

Abstract

Provides an empirical view of sexism in British magazine advertising in order to determine the frequency of role portrayals and the extent to which they have become more progressive. Examines various categories of magazines for both men and women in order to detect any shifts in sexual stereotyping. Remarks that results show some change in portrayals from 1976 to 1982–1983, although these shifts were not dramatic. Concludes, however, that stereotypical images of men and women still persist in British magazines.