Purpose – The purpose of this study is three-fold: to provide recent evidence in the UK on the
frequency of appearance of female role portrayals in print advertisements; to compare female role
stereotypes across magazine types; and to explore the interface between female role stereotypes and
product categories.
Design/methodology/approach – An integrative approach to content analysis was used in order
to analyze advertising communication in print media. The sample consisted of n ¼ 3,830
advertisements published in ten high circulation UK magazines.
Findings – The study indicates that women in UK magazine advertisements are mainly portrayed in
decorative roles; and that female role stereotypes vary significantly across magazine types. The
findings also suggest that there is an association between product categories and female role
stereotypes.
Practical implications – The study highlights the need for the advertising industry in the UK to
adjust its communication practices to the changing role of women in society.
Originality/value – The study extends research in the area of female role stereotypes in print
advertising by considering the frequency of female role portrayals across different magazine types;
and investigating the association between product categories and female role stereotypes.
Cyprus University of Technology
