Comparing gender advertisements in electrical engineering magazines .

摘要

This study will examine and compare the portrayals of women in electrical engineering magazine advertisements. Erving Goffman's (1922-1982) studies regarding framing and gender analysis are used in order to investigate how advertisements portray gender. This paper seeks to perform a closer analysis of advertisements in electrical engineering magazines in an effort to better understand the relationship between gender and advertising in today's society. The source material for this analysis comes from advertisements used in System Administrator and Electronic Engineering Times between 2003 and 2006. In analyzing the material, both content and quantity of the gender stereotypes are examined using thematic qualitative analysis with some statistical analysis.;In addition, the social structure of electrical engineering is addressed, along with the perception of the present social order. Following this aim of the study, general qualitative denotations of power in the selected advertisements are also examined.