Countless studies have documented and analyzed the presence of gender stereotypes in print and television advertisements, but very few have been performed on online advertisements. While the World Wide Web is no longer an exciting new domain for us, researchers are only beginning to analyze the vast number of gender stereotypes that are presented to viewers on a daily basis. The proliferation of gender stereotypes (specifically female stereotypes) is obvious in print advertisements and television advertisements, but do they also abound in online advertisements? In my research, I performed a content analysis of online embedded advertisements, specifically in three types of informational websites (fitness, health, and parenting). The coding was performed using the representations set forth by Hyun Jung Yun et al (2007). I found that online embedded advertisements seem to follow the same stereotypical trends that print and television advertisements use. The majority of the advertisements portrayed women in traditional roles and decorative roles. There were a few advertisements that portrayed women in non-traditional roles, as well as one advertisement that presented a woman in a neutral way, with no apparent stereotypes.
Date of Degree
Master of Arts (MA)
Arts and Humanities
Stith, D. L. (2011). Homemaker to Seductress: A Content Analysis of Gender Stereotypes in Online Embedded Advertisements [Master’s thesis, Minnesota State University, Mankato]. Cornerstone: A Collection of Scholarly and Creative Works for Minnesota State University, Mankato. https://cornerstone.lib.mnsu.edu/etds/266/
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License