Gender stereotypes in advertising: A content analysis of Chilean magazines

When masculine values have a dominant influence in a particular culture, it is usually manifested in gender stereotypes in advertising. Simultaneously, gender stereotypes have a socialization effect on both social groups and a brand's positioning. In cultures with less dominant levels of masculinity (Hofstede, 2001), as in the Chilean culture, it is likely that there is a low level of gender stereotyping in advertising (An Kim, 2007; Milner and Collins, 1998). Using a content analysis, this article examines the presence of gender stereotypes in Chilean print advertising. In particular, it analyses 10 indicators of gender stereotyping. Results show presence of stereotyping in six of these elements.