Digital Commons Network^™

A care/cure dichotomy exists between nursing and medicine. Consistent with the nature of most dichotomies, where one part dominates, medicine has emerged as the more valued and prestigious half of the dichotomy. Nursing has steadfastly adhered to the science of caring which, in many ways, impedes the ability to move beyond the dualism of care/cure. This analysis examines the origins and endurance of the care/cure dichotomy in nursing as both externally and internally imposed.

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, …