Role portrayal of men and women in men's and women's magazines

Courtney and Lockeretz [2] developed a classification procedure for analyzing the role portrayal of women in ads in a sample of general audience magazines. Many Bellow-up studies have used a similar approach. These studies have generally reported on the advertising role portrayal of both men and women. There seems to have been very little analysis of advertising role portray in magazines targeted more specifically at men or women. Kellerman, Kellerman, and Sterrett [4] did apply the Courtney and Lockeretz classification procedure to a sample of men's and women's magazines. This study replicates their study.