Onderzoeksartikel

Lezer-gebonden stereotypen in de magazinereclame: een inhoudsanalyse naar reclameprofielen in zes Vlaamse magazines

Author

• • Dimitri Mortelmans Dimitri Mortelmans ORCID profile. (opens in new tab)

Abstract

This article concentrates on the advertising profile of a magazine and how it differs along several types of magazines. Therefore we analysed sex role stereotypes within a sample of print advertisements. These stereotypes present an overview of what type of image readers get through these advertisements. The article compares the advertising style of six Dutch magazines. A multiple dimensional unfolding technique was used in order to construct an advertisement profile for the selected magazines. These profiles are put together with a readers profile of the different magazines. With this, some striking parallels were found between the advertisement profiles and the readers profiles.

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How to Cite: Mortelmans, D. (1998) “Lezer-gebonden stereotypen in de magazinereclame: een inhoudsanalyse naar reclameprofielen in zes Vlaamse magazines”, Tijdschrift voor Communicatiewetenschap. 26(2).