Gender Differences in Magazine Advertising Across Cultures

Abstract

This study analyzes the differences between how male and female models are portrayed in magazine advertising within the Japanese and American cultures. It analyzes the prevalence of minority models, Westernization, gender stereotypes, and progressive gender concepts within Vogue and GQ. As the world becomes more interconnected, it is important for marketers to understand the ways in which customer preferences are changing, often blurring with one another, so that they can successfully promote products.