Hearst Publication Inc. Advertising Content Across Targeted Age Groups: A Content Analysis of Seventeen and Cosmopolitan<b...
Gender Processing:<br /><ul><li>Gender processing starts at birth
Central framework to the cognitive approach of identity</li></ul>Cultivation:<br /><ul><li>Messages embedded in media
Repetitive exposure to messages
Possible side effects</li></li></ul><li>Purpose:<br /><ul><li>Finding the similarities and differences between the perpetu...
5 million readers ages 12 to 19
96% of readers female
Cosmopolitan:
18 millions readers ages 18 to 49
85% of readers female</li></li></ul><li>Sample:<br /><ul><li>6 Cosmopolitan and 6 Seventeen from 2010-2011
Seventeen: 69 Non-Human, 539 Human Characters
Cosmopolitan: 205 Non-Human, 645 Human Characters</li></ul>Variables:<br /><ul><li>Each character was coded for 18 distinc...
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A Content Analysis of Hearst Publications Inc.

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A Content Analysis of Hearst Publications Inc.

  1. 1. Hearst Publication Inc. Advertising Content Across Targeted Age Groups: A Content Analysis of Seventeen and Cosmopolitan<br />Kelly Turner <br />Dr. Nicole Martins<br />Indiana University<br />This project is funded by a four-year $1,083,020 grant from the U.S. Department ofEducation Grant #P217A80085<br />
  2. 2. Gender Processing:<br /><ul><li>Gender processing starts at birth
  3. 3. Central framework to the cognitive approach of identity</li></ul>Cultivation:<br /><ul><li>Messages embedded in media
  4. 4. Repetitive exposure to messages
  5. 5. Possible side effects</li></li></ul><li>Purpose:<br /><ul><li>Finding the similarities and differences between the perpetuated female stereotypes in Seventeen and Cosmopolitan. </li></ul>Hearst Publications:<br /><ul><li>Seventeen:
  6. 6. 5 million readers ages 12 to 19
  7. 7. 96% of readers female
  8. 8. Cosmopolitan:
  9. 9. 18 millions readers ages 18 to 49
  10. 10. 85% of readers female</li></li></ul><li>Sample:<br /><ul><li>6 Cosmopolitan and 6 Seventeen from 2010-2011
  11. 11. Seventeen: 69 Non-Human, 539 Human Characters
  12. 12. Cosmopolitan: 205 Non-Human, 645 Human Characters</li></ul>Variables:<br /><ul><li>Each character was coded for 18 distinct variables
  13. 13. Variables included coding for page layout, demographics, body image, beauty, and product relationship</li></li></ul><li>Example of Variables<br />Page Layout<br /><ul><li>Page Size: Full
  14. 14. Type: Human
  15. 15. Product Type: brand
  16. 16. Number of Models: 1</li></ul>Demographics<br /><ul><li>Age: 19-34
  17. 17. Race: White
  18. 18. Gender: Female
  19. 19. Occupation: None</li></li></ul><li>Example of Variables<br />Body Image<br /><ul><li> Thinness: thin
  20. 20. Muscle: none
  21. 21. Clothing: bathing suit
  22. 22. Segmentation: knees – up
  23. 23. Revealing: moderately (3)</li></ul>Beauty Types<br /><ul><li> Make-Up: some
  24. 24. Hair Color: brown
  25. 25. Eye Color: brown</li></ul>Relationship<br /><ul><li>To product: direct
  26. 26. Social Interaction: none</li></li></ul><li>Results<br />Age:<br /><ul><li>Seventeen – 13 to 18 year old models
  27. 27. Cosmopolitan – 19 to 34 AND 35 to 49 year old models </li></ul>Gender:<br /><ul><li>Both magazines were equally likely to show more females than males by at least 80%</li></li></ul><li>Race of Models by Magazine<br />*Census figures from the 2010 US Census Data<br />
  28. 28. Results<br />Thinness:<br /><ul><li>Overall, models are thin
  29. 29. White (thin) vs. Black (thin/curvy)</li></ul>Muscle:<br /><ul><li>89% of models were portrayed as having little or no muscle</li></ul>Hair Color:<br /><ul><li>Nearly identical in both magazines</li></li></ul><li>The ideal model:<br /><ul><li>Female
  30. 30. White
  31. 31. Thin
  32. 32. Brunette</li></ul>Symbolic Annihilation:<br /><ul><li>Underrepresentation of minorities </li></li></ul><li>
  33. 33. Questions?<br />Kelly Turner<br />turnerkj@indiana.edu<br />

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