Role Portrayals of Women in Magazine Advertisements

Abstract

This paper compares a specific advertising tactic—the roles that women portray in advertisements from two different cultures, Eastern and Western. It propounds that while proponents of a uniform advertising strategy recommend that a single advertisement translated into different languages will be effective, others feel that because women’s roles in society are changing constantly, it is plausible that role portrayals of women in ads that are perceived as appropriate in one culture may be deemed inappropriate in another.

Additional information

Notes on contributors

Subir Sengupta

Subir Sengupta is Assistant Professor at the School of Communication, Penn State University, Pennsylvania, USA.