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Race, Gender, And Status: A Content Analysis Of Print Advertisements In Four Popular Magazines, Melvin E. Thomas, Linda A. Treiber
Race, Gender, And Status: A Content Analysis Of Print Advertisements In Four Popular Magazines, Melvin E. Thomas, Linda A. Treiber
Linda A. Treiber
In this article, we consider the continuation of race gender stereotypes in advertising images by way of the product's suggestive messages, specifically, connotations of higher or lower social status and promises of intangible social rewards (e.g., friendship, appearance, romance). We examined 1, 709 advertisements in magazines whose primary reading audiences differ by race and/or gender: Life, Cosmopolitan, Ebony, and Essence (1988-1990). For the analysis, we created and then compared three dimensions of status (affluent, trendy, and everyday) and five product promises (celebrity identification, sex romance, appearance, marriage family, and good times) as they are modeled by and presented to male, …