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.

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.