A conceptual replication and extension of erving goffman's study of gender advertisements

  title={A conceptual replication and extension of erving goffman's study of gender advertisements},
  author={Penny Belknap and Wilbert M. Leonard},
  journal={Sex Roles},
The analysis of visual imagery in magazine advertising can be approached directly or indirectly insofar as gender messages are concerned. Using Goffman's theoretical underpinning, some of the more subtle clues regarding gender relations, gender stereotyping, and gender roles were explored. Over 1000 advertisements, selected from Good Housekeeping, Sports Illustrated, Time, MS, Gentlemen's Quarterly, and Rolling Stone were content analyzed using Goffman's decoding behavior methodology. The… 

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