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Family and Consumer Sciences Research Journal
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Dress and the Female Gender Role in Magazine Advertisements of 1950-1994: A Content Analysis

Jennifer L. Paff

Iowa State University-Ames

Hilda Buckley Lakner

University of Illinois, Urbana-Champaign

This content analysis of magazine advertisements was conducted to examine changesfrom 1950 to 1994 in gender orientation of roles and dress of women in advertisements and to investigate ways in which women's dress has been used in advertisements to socially construct the female role. Findings indicate that women were most often depicted in feminine roles and dress. As time progressed dress became somewhat more masculine, but roles remained consistently feminine. Findings suggest that advertisers in Good Housekeeping and Vogue have not depicted women realistically. No direct relationship between the gender orientation of the women's roles and dress was observed; gendered roles of activity did not vary with traditional gender stereotypes of appearance within magazine advertisements across time. This finding is interpreted as a possible reflection of social changes related to the postmodern era. The need to reconsider the relationship between appearance and gender roles in a postmodern context is addressed.

Family and Consumer Sciences Research Journal, Vol. 26, No. 1, 29-58 (1997)
DOI: 10.1177/1077727X970261002
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