The Content of Advertisements in Medical Journals
作者:
HawkinsJoellenW.,
AberCynthiaS.,
期刊:
Women&Health
(Taylor Available online 1988)
卷期:
Volume 14,
issue 2
页码: 43-59
ISSN:0363-0242
年代: 1988
DOI:10.1300/J013v14n02_04
出版商: Taylor&Francis Group
数据来源: Taylor
摘要:
This study was designed to examine the content of advertisements in medical journals to determine if the images of women are different than those of men. The method for this investigation was content analysis of a stratified random sample of issues of selected medical journals that regularly include picture advertisements. Advertisements were analyzed according to criteria and characteristics derived from a review of the literature. Interrater reliability was computed as a function of agreements. The results indicate that readers of medical journals are still being exposed to images of women that are negative and outdated. Until portrayals of women are consistently positive and timely, the images can have a negative effect on the health care women receive.
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