Sex and Stereotyping in Sin City: A Content Analysis of Las Vegas Magazine Advertisements

摘要

There have been numerous studies regarding gender stereotyping, the objectification of women, and how sex is used to sell products and services. In a city that is notorious for u22what happens here, stays here,u22 it is important to be aware of Las Vegas cultural marketing trends and how they compare with society-wide values. Using sex excessively in advertisements may have a negative impact on the Las Vegas community and the shaping of a negative image of the city. How much sex appeal is used and the levels of sexuality in Las Vegas print advertisements has not yet been researched. A content analysis of Las Vegas magazine advertisements will be used to determine how advertisers have recently used gender stereotyped ads and sexual imagery to sell Sin City. The findings of this study will determine whether or not Las Vegas advertisers follow national marketing trends. Examining Las Vegas advertisements will provide a better understanding of the possible effects it may cause on the local and national level as well as how Sin Cityu27s business culture challenges societal norms.