An investigation into the stereotypical representation of gender roles in advertising : a case study of advertisements from a cross-section of popular South African weekly and bi-weekly newspapers.

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dc.contributor.advisor Wittstock, M.
dc.creator Ghebreysus, Weldu Ghebreselasie.
dc.date.accessioned 2012-10-11T13:17:22Z
dc.date.available 2012-10-11T13:17:22Z
dc.date.created 2004
dc.date.issued 2004
dc.identifier.uri http://hdl.handle.net/10413/6696
dc.description Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2004. en
dc.description.abstract This study was designed to investigate the representation of gender roles in advertisements in popular South African newspapers, namely, the Sunday Times, Rapport, City Press, Post and Ilanga. The literature reviewed shows that media play a role in agenda setting and reinforcing existing gender role stereotypes through advertising. The study focused on the trend towards equal representation of gender roles in advertisements in popular South African newspapers. The research revealed some stereotypical representations of women in the newspapers. Although women were depicted in a variety of professions in the workplace, the advertisements showed some stereotypical depictions. The research also found out that, to some extent, men were depicted performing roles such as beautification and consumption, which have been stereotypically limited to women. en
dc.language.iso en en
dc.subject Sex role in mass media. en
dc.subject Sex role in advertising. en
dc.subject South African Newspapers. en
dc.subject Theses--Culture, communication and media studies. en
dc.title An investigation into the stereotypical representation of gender roles in advertising : a case study of advertisements from a cross-section of popular South African weekly and bi-weekly newspapers. en
dc.type Thesis en

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