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.


Related Articles

  • THE INCLUSION OF SOCIAL-RESPONSIBILITY THEMES BY MAGAZINE ADVERTISERS: A LONGITUDINAL STUDY. Lill, David; Gross, Charles; Peterson, Robin // Journal of Advertising;1986, Vol. 15 Issue 2, p35 

    This longitudinal study reports on the results of a content analysis of magazine advertisements appearing in 1967, 1972, 1975, 1977 and 1984. Advertisements appearing during each of the five years were classified by whether they contained social responsibility themes, by media, and by the nature...

  • DISTURBING THE PEACE. O'Mara, Peggy // Mothering;May/Jun2001, Issue 106, p6 

    Expresses concern about commercialism in public spaces, advertising to children and mass media's effect on children.

  • In the Pages of Ms.: Sex Role Portrayals of Women in Advertising. Ferguson, Jill Hicks; Kreshel, Peggy J.; Tinkham, Spencer F. // Journal of Advertising;1990, Vol. 19 Issue 1, p40 

    The stated advertising policy of Ms. magazine precludes the acceptance of advertisements for products that are "harmful" or advertisements that are insulting to women. This study employs manifest and latent content analysis to assess the extent to which Ms. advertising, over the first 15 full...

  • Gender Role Portrayals in Japanese Advertising: A Magazine Content Analysis. Ford, John B.; Kramer Voli, Patricia; Honeycutt Jr., Earl D.; Casey, Susan L. // Journal of Advertising;Spring98, Vol. 27 Issue 1, p113 

    The authors report a content analysis that assessed gender role portrayals in advertisements from highest circulation Japanese magazines. They found that, although some indigenous gender stereotyping was evident, several traits previously associated with Japanese women (devoted, obliging,...

  • "We'll Be Back In a Moment": A Content Analysis of Advertisements in Children's Television in the 1950s. Alexander, Alison; Benjamin, Louise M.; Hoerrner, Keisha; Roe, Darrell // Journal of Advertising;Fall98, Vol. 27 Issue 3, p1 

    The children's television advertising environment generally is studied from the 1970s onward. Indeed, so little academic research was reported in the 1950s that the decade has been referred to as the prehistory of research on children's television advertising. The authors rectify that oversight...

  • Ethics in Advertising: A Look at the Report by the Pontifical Council for Social Communications. Foley, John P. // Journal of Public Policy & Marketing;Fall98, Vol. 17 Issue 2, p313 

    In February 1997, the cabinet-level Pontifical Council for Social Communications at the Vatican released a report on the state of advertising worldwide. To complete its review, the council solicited materials from advertising practitioners and scholars through a variety of venues, including a...

  • NEWSSTAND.  // Advertising Age;11/18/1991, Vol. 62 Issue 49, p28 

    Presents information on advertising opportunities in different magazines in the U.S. "Entertainment Weekly"; "Nation's Business"; "Tennis."

  • CONSUMER MAGAZINE AD LINAGE.  // Advertising Age;11/23/1992, Vol. 63 Issue 48, p22 

    The section presents a chart depicting consumer magazine ad linage in the U.S., comparing data for October 1991 and October 1992.

  • Magazine ad page leaders.  // Advertising Age;10/18/1993, Vol. 64 Issue 44, p36 

    This section presents the ranking of magazines in terms of print advertising in the U.S. from January to September 1993, according to Publishers Information Bureau.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics