Depiction of Idealized Youth Lifestyles in Magazine Advertisements: A Content Analysis

Peterson, Robin T.
April 1994
Journal of Business Ethics;Apr94, Vol. 13 Issue 4, p259
Academic Journal
The study described in this manuscript examines the extent to which children are depicted as: (a) scholarly, and (b) non-scholarly in magazine advertisements and the degree to which children in the two classes were portrayed favorably or unfavorably. The study indicated that children were often depicted in roles that were not scholarly (such as athletics). Further, when children were depicted in scholarly roles, the portrayal was often negative. Implications based upon these findings are raised.


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