Social and Behavioral Sciences Commons^™

Homemaker To Seductress: A Content Analysis Of Gender Stereotypes In Online Embedded Advertisements, Danica L. Stith

All Graduate Theses, Dissertations, and Other Capstone Projects

Countless studies have documented and analyzed the presence of gender stereotypes in print and television advertisements, but very few have been performed on online advertisements. While the World Wide Web is no longer an exciting new domain for us, researchers are only beginning to analyze the vast number of gender stereotypes that are presented to viewers on a daily basis. The proliferation of gender stereotypes (specifically female stereotypes) is obvious in print advertisements and television advertisements, but do they also abound in online advertisements? In my research, I performed a content analysis of online embedded advertisements, specifically in three types …