A content analysis of men and women in Canadian consumer magazine advertising : Today's portrayal, yesterday's image?

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)485-495
Journal / PublicationJournal of Business Ethics
Issue number5
Publication statusPublished - Apr 1997


Although Canadian consumer magazine advertising still portrayed men more favourably in 1990, its portrayal of women was more positive than before. Advertising faces the dilemma as both a selling tool and a means of social communication. Advertisers have a social responsibility as corporate citizens in ensuring that advertising reflects the continuing improvement of women's socioeconomic status and power. fs20.