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This was very pronounced in Sports Illustrated and not as present in Seventeen. The target market for these ads were young girls in the 17 to 25 age group, and with Architectural Digest and Prevention, older women in the 25 -- 50 ages demographic.
What was most significant about the older advertisements was the wide differences in how women in careers vs. homemakers were portrayed. Women in careers are seen as juggling two or more mores and struggling to keep up with all of them (Comer, Jolson, 1991). This was certainly the case with the professional women's advertisements. Of the women portrayed in Architectural Digest ads, products were portrayed as assisting them to attain competency n their entire life, across all roles. This implies that women struggle to attain competency in more than one role...
These of women's bodies in these ads were more to show symbols of professional attainment first, and then continually underscore the value of the products to their lifestyles. These ads were the most equitable to women while the ones in Sports Illustrated, Entertainment Weekly portrayed women's value more from their appearance than their achievement.
References
Comer, L.B., & Jolson, M.A. (1991). Perceptions of gender stereotypic behavior: An exploratory study of women in selling. The Journal of Personal Selling & Sales Management, 11(1), 43-43.
Cox, a. (2009). Visual representations of gender and computing in consumer and professional magazines. New Technology, Work, and Employment, 24(1), 89-106.
The ad can appeal to women who want to be women in an old world view sort of way -- and not have to be the leader in a relationship or in a family. This dual appeal may also be discernible in the John White shoe ad, which at first glance appeals mainly to men. The John White shoe ad features a nude woman holding a John White men's shoe
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