Social and Behavioral Sciences Commons^™

Explicating Culture And Its Influence On Magazine Advertisements, Pamela Morris

School of Communication: Faculty Publications and Other Works

The research contributes knowledge about cultures and culture’s influence on advertisements. The study takes a macro-level perspective while identifying cultural differences that are linked to gender portrayal variations in advertisements. A model is built using 74 country economic and social statistics to arrive at cultural dimensions that are analyzed with a content analysis of magazine advertisements from 108 countries. Findings show stereotypical gender portrayals in advertisements throughout the world.