Index of Paper Presentations for the Parallel Sessions - Academy of ...

that there was significant under-representation of females in cardiovascular advertisements andrecommended that physicians needed to be aware of this gender bias (Ahmed, et al., 2004). In the samedecade, Sengupta (2006) took the study of gender in advertising further by examining the intersection ofrace and gender to avoid the mistake of generalizing research findings to all women based on noninclusivesamples as some studies have done. Based on a sample of 194 advertisements from threeCanadian teen fashion magazines, evidence of a correlation between race and type of product advertisedwas found. While Black women were widely used in clothing advertisements, East Asian women weremore prominent in advertisements for technology products. Sengupta (2006) found that White womenoccupied more major or important roles than all the other women. The conclusion that was drawn wasthat older stereotypes were still present in advertisements (e.g., White beauty ideal, hypersexual Blackwomen) and new stereotypes are being conceived (e.g., technologically savvy East Asian women).A study on gender and advertising in Southern Africa found that despite accounting for about 52%of the population, only 41% of the models appearing in advertisements (both images and voices) werefemale (Morna & Ndlovu, 2007). This study also found that ―women are more likely to be seen thanheard‖ (Morna & Ndlovu, 2007, p. 5).In summary, the categories and proposed category dimensions for physical characteristics andsocial role characteristics that may be employed in the analysis of advertisements include those outlined inTable 2.