Selling Gender: Gender Role Portrayals in Contemporary Magazine Advertisements

This study presents a content analysis of gender role portrayals and male and female objectification in contemporary magazine advertisements. A total of fifteen magazines were analyzed from a two-month period to determine if gender role portrayals have changed or remained the same as earlier studies. The first analysis looks at product categories most and least often advertised by male or female models. The second analysis looks at the sexual portrayals in magazine advertisement and the rate of objectification of male and female models