Wiles, Judith A.; Wiles, Charles R.; Tjernlund, Anders - In: European Journal of Marketing 29 (1995) 11, pp. 35-49
Examines the roles of men and women depicted in magazine advertising in The Netherlands, Sweden and the USA and … models depicted and Hofstede′s Masculinity index. Most of the roles shown for men and women are non‐working roles in all … three countries. Within the non‐working roles, US and Dutch magazine advertisers are more likely to portray men and women in …
