Gender role portrayals in advertising in relation to Hofstede's masculinity/femininity dimension of culture: A cross-cultural comparison of web advertisements in the Czech Republic and Slovakia

Abstract

The study has the aim to explore gender role portrayals in advertising in relation to Hofstede´s masculinity/femininity dimension of culture via cross-cultural comparison of web advertisements in the Czech Republic and Slovakia.

The theoretical part approaches to provide comprehensive background for the study. The advertising terms such as advertising, advertising media, advertising techniques, web advertising etc. are discussed. Major part of the theory is devoted to the explanation of gender roles, culture and their mutual impact. It has been proved, undoubtedly, there is a significant relationship among the culture, gender roles and consequently gender roles portrayals.

Empirical research is conducted via 200 advertisements, 100 Czech advertisements and 100 Slovak advertisements. Web home pages are perceived as advertisements for purpose of this study. The quantitative content analysis is utilized for the examination of the obtained data.

The results show that even though the countries display significant difference in masculinity dimension of culture, the web advertising does not portrayal gender roles in such significant differences. There have been offered several reasons for that, such as geographical and cultural similarity, common historical background, and impact of other dimensions of national culture.