A Content Analysis of Men and Women in Canadian Consumer Magazine Advertising: Today's Portrayal, Yesterday's Image?

Journal of Business Ethics 16 (5):485-495 (1997)
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Abstract

Although Canadian consumer magazine advertising still portrayed men more favourably in 1990, its portrayal of women was more positive than before. Advertising faces the dilemma as both a selling tool and a means of social communication. Advertisers have a social responsibility as corporate citizens in ensuring that advertising reflects the continuing improvement of women 's socioeconomic status and power.

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