Cross-cultural differences in sexual advertising content in a transnational women's magazine
- Authors
- Nelson, MR; Paek, HJ
- Issue Date
- Sep-2005
- Publisher
- Kluwer Academic/Plenum Publishers
- Keywords
- international advertising; gender; nudity; global media; cross-cultural
- Citation
- Sex Roles, v.53, no.5-6, pp 371 - 383
- Pages
- 13
- Indexed
- SSCI
SCOPUS
- Journal Title
- Sex Roles
- Volume
- 53
- Number
- 5-6
- Start Page
- 371
- End Page
- 383
- URI
- https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/119488
- DOI
- 10.1007/s11199-005-6760-5
- ISSN
- 0360-0025
1573-2762
- Abstract
- Critics worldwide denounce objectification in advertising and blame media imperialism for disseminating overt, Westernized sexuality. Yet, advertising practitioners believe that sex sells and images can overcome cultural barriers. Few researchers have explored sexuality in advertising across multiple countries or the factors that may contribute to content. We examined the degrees of sexuality in advertising within Cosmopolitan magazine across seven countries (Brazil, China, France, India, South Korea, Thailand, the United States). Even within a transnational Western magazine, degrees of sexuality differ. Presence of Western models, sexual freedom values, and a less authoritarian political culture contribute to greater sexuality in magazine advertising. By considering multiple factors in advertisements within a global magazine, we go beyond description to illuminate differences in the portrayal of women and sexuality cross-culturally.
- Files in This Item
-
Go to Link
- Appears in
Collections - COLLEGE OF COMMUNICATION > DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS > 1. Journal Articles
![qrcode](https://api.qrserver.com/v1/create-qr-code/?size=55x55&data=https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/119488)
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.