Healthy Skepticism Library item: 4702

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Hawkins J, Aber C, .
Women in advertisements in medical journals
Sex Roles 1993; 28:233-242

Abstract:

To determine the images of women in picture advertisements, a stratified random sample of 32 medical journals, representing approximately 12% of medical journals published in the United States that are directed toward physicians in clinical practice, was subjected to content analysis. The sample consists of 209 different ads. The subjects of the ads included men, women, and children representing a variety of ethnic, racial, and socioeconomic groups. Notable, however, was the preponderance of Caucasian males pictured as physicians and the absence of women and people of color in this role. Women are pictured as 68.1% of consumers and men as 31.9%, a significant difference. Statistically significant differences also occur in the images of men and women as consumers. Most of the workers are men (68.2%), another significant difference. When women depicted are workers, they are secretaries and waitresses. Portrayals of women in medical advertisements continue to be stereotyped and outdated.

Keywords:
*content analysis/United States/journal advertisements/ images in ads/ men/ psychotropic drugs/ women/ sexism/minorities/EVALUATION OF PROMOTION: JOURNAL ADVERTISEMENTS/IMAGES IN PROMOTION: MEN/IMAGES IN PROMOTION: MINORITIES/IMAGES IN PROMOTION: WOMEN

Notes:

Methodology note: This study looked at the way women were portrayed in advertisements compared to the role of women in U.S. society. Generalization to other societies may not be applicable. The article does not state what time frame was used in selecting the advertisements. The article medical journals where the ads appeared came just from the U.S., ads in journals published in other countries may be different.