Relating Hofstede's masculinity dimension to gender role portrayals in advertising; a cross-cultural comparison of web advertisements

Title
Relating Hofstede's masculinity dimension to gender role portrayals in advertising; a cross-cultural comparison of web advertisements
Other Titles
Relating Hofstede's masculinity dimension to gender role portrayals in advertising; a cross-cultural comparison of web advertisements
Authors
김상훈
Keywords
worldwide web advertising advertising media gender South Korea United States of America FEMALE ROLE PORTRAYALS UNITED-STATES TELEVISION ADVERTISEMENTS MAGAZINE ADVERTISEMENTS SEX-ROLES WOMEN COMMERCIALS MEN JAPANESE VALIDATION
Issue Date
2007
Publisher
EMERALD GROUP PUBLISHING LIMITED
Series/Report no.
INTERNATIONAL MARKETING REVIEW; Vol.24 No.2
Abstract
Purpose - The purpose of this study is to examine cross-cultural differences in gender role portrayals in web ads in Korea and the USA on the basis of Hofstede's masculinity dimension. Design/methodology/approach - A quantitative content analysis was employed to obtain a numerically-based summary of different themes and roles portrayed by women and men in 400 web ads. Findings - A greater percentage of Korean ads featured characters in relationship themes, featured women as a main character, and portrayed them in family and recreational roles. To a large extent, the results validate the use of Hofstede's taxonomy, supporting the application of "masculinity" framework into the determination of appropriate advertising appeals-related to gender roles. Practical implications - International advertisers who are planning a global campaign for their gender-related consumer products can benefit by locating the target country's position on Hofstede's masculinity index and using it as a guideline for creating visual images of main characters in the ads. Originality/value - This study adds a new contribution to an international account of web advertising in maintaining a comprehensive understanding of contemporary gender role portrayals. It could benefit international advertisers with both practical and theoretical implications, for no systematic studies have ever touched the gender-role issue with web advertising yet. Keywords Worldwide web, Advertising, Advertising media, Gender, South Korea, United States of America
URI
http://dx.doi.org/10.1108/02651330710741811 185GG
http://dspace.inha.ac.kr/handle/10505/30426
ISSN
0265-1335
Appears in Collections:
College of Social Science (사회과학대학) > Communication and Information (언론정보학) > Local Access Journal Papers, Reports(언론정보학 논문, 보고서)

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