Thesis (Ph.D.)--Ohio University, November, 2005. / Includes bibliographical references (leaves 122-131)

Zugl.: Magisterarbeit

Thesis (M.A.)--University of Missouri-Columbia, 2008. / The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on September 8, 2008) Includes bibliographical references.

Thesis (M.A.)--University of Wyoming, 2008. / Title from PDF title page (viewed on Apr. 13, 2010). Includes bibliographical references (p. 110-116).

Advertisers use sexual imagery to attract attention to their messages and to demonstrate the "outcomes" of buying and using the brand. In addition to receiving information about a product, we subconsciously process the entire advertisement. Vicarious learning emphasizes that individuals not only learn from their own experiences but also from observing others. However, vicarious learning also influences the judgment and values of an individual. This study focuses on the portrayal of gender dominance in such advertisements. The magazines chosen for the study are three predominantly female magazines and three predominantly male magazines. Six issues from each magazine were sampled and only advertisements that fit the criteria of the study were utilized. A total of 202 advertisements displaying 244 male and female interactions were coded. The results of the content analysis indicated that advertisements featuring male and female actors interacting portrayed the female actor in the dominant role more often than the male actor. Females were found to be the dominant actors in most predominantly women’s magazines; however, males were displayed as the dominant actors in most predominantly men’s magazines. The findings from this study support the importance and significance of social learning and modeling. Based on the results of this study, the dominant and submissive cues displayed in advertisements provide learning behaviors for consumers.

Thesis (M.A.I.S.)--Oregon State University, 2009. / Printout. Includes bibliographical references (leaves 113-121). Also available on the World Wide Web.

Thesis (M.A.)--Georgia State University, 2005. / Title from title screen. David Cheshier, committee chair; Cynthia Hoffner, Carol Winkler, committee members. Electronic text (174 p. : ill.) : digital, PDF file. Description based on contents viewed Apr. 30, 2007. Includes bibliographical references (p. 155-168).

Thesis (M.F.A.)--Georgia Southern University, 2005. / "A thesis submitted to the Graduate Faculty of Georgia Southern University in partial fulfillment of the requirements for the degree Master of Fine Art" ETD. Includes bibliographical references (p. 44-47)

This study investigated the portrayal of men's and women's occupational roles and settings in magazine advertising from 1958-1988. A review of the literature revealed there was a need to update investigations focusing on women's working/nonworking roles. Moreover, there was a gap in the literature investigating the portrayal of men's roles. A content analysis of 240 randomly selected advertisements indicated there were no significant changes in the portrayal of occupational roles. However, the data suggest that the settings in which women were depicted changed more than the settings for men. The majority of the ads showed women in outside/recreational and no settings. Moreover, women were pictured in more varied settings than men including nontraditional portrayals. Although there was a slight increase in the portrayal of women in working roles, the increment was diminished in its significance by the high level of decorative role portrayals. According to past researchers, such a neutral portrayal may be a means of offending fewer consumers and avoiding making judgments about sex roles altogether.

Thesis (M. Ed.)--University of Hong Kong, 1990. / Includes bibliographical references.