Observatorio (OBS*) Journal, 4 (2008), 291-305 1646-5954/ERC123483/2008 291

Women Stereotypes Portrayed in Print Ads by Luxury Fashion Brands.

A Content Analysis from 2002 to 2005.

Paloma Daz Soloaga, Universidad Complutense de Madrid, Spain
Carlos Muiz Muriel, Instituto Tecnolgico y de Estudios Superiores de Monterrey, Mexico


Abstract
Using the content analysis as a tool to determine the most frequent images of women portrayed in
the Fashion Luxury Brands advertisement, this study shows five different stereotypes and several
values that define how women should act of behave in our society. There are few academic
studies on this subject because of the lower status that fashion advertising as a cultural
manifestation found in mass media has in academia. Even though this, luxury brands, more than any
other sector, provide a powerful symbolic value added to their goods. However, more than a mere
market function, advertising has social and educational impacts. Due to this, this research offers a
very valuable analysis of print advertisement that women might see, and in long terms, may
influence their own self perception and scale of values. A content analysis was performed of 290
print ads which relate to 97 luxury brands. The survey reveals five different womens stereotypes
found in advertising images and the most frequent values offered though this women images or
representations. Implications of these findings are interesting for future research
1
.



1. I ntroduction
Advertising has more consequences than just the sale itself. As children we learn that advertising is all
pervasive in our daily lives and will be present over our lifetime. Even though we may not pay attention or
not listen to advertisements, they still have an influence on us.
As the academic literature demonstrates, especially on the Third Person Theory (Gunter, 1991; Davison,
1983; Duck & Mullin, 1995; Rojas, 2007), most people, when asked about the influence of advertising on
defining their ideals, desires and behavior, tend to deny any kind of effects that could influence them, even
their commercial behavior. Ironically, they recognize consequences on others, especially on vulnerable
targets, such as children and adolescents. Regardless of beliefs, research has demonstrated the long term
consequences of advertising in our lives (David and Johnson. 1998). Advertising in site of their first
commercial goal, creates different stereotypes which form references for what a woman or man should
do in order to be successful in their job and/or social or affective lives.
Is well known and accepted that a society can be defined by looking at the cultural manifestations of its art
and social life: architecture, photography, dance, visual performances and so on. Each society has its own
self values and principles which mold art and cultural performances. Some researchers found that mass

1
This article is a part of a wider research presented in the 57
th
ICA Annual Conference in 2007 in San Francisco. This article offers research conclusions
supported by Centro Universitario Villanueva (Universidad Complutense at Madrid, Spain).
Copyright 2008 (Paloma Daz Soloaga, Carlos Muiz Muriel). Licensed under the Creative Commons Attribution
Noncommercial No Derivatives (by-nc-nd). Available at http://obs.obercom.pt.











Paloma Daz Soloaga et al. Observatorio (OBS*) Journal, 4 (2008) 292
medias content can also be considered as a snapshot of a society. For this reason advertising can also
show a portrait of a society. But, as a consequence of globalization, most of the brands tend to be
international, and because of that, they express common values more than a concrete cultural.
Additionally, we also noticed that advertising and promotions do not aim to educate a society or to transmit
good values except for those advertisements which have education as their precise goal.
However for many researchers, professionals and consumers every message from an identified author who
paid for the advertisement can say whatever he or she wants because of the economic transaction. TV
commercials and print ads are not bound by ethics (Barthes, 1990; Baudrillard, 1974 and 1999).
Regardless of the sources intention, advertising is transmitting a role model by its mere existence as a
notion about how we must be, behave, purchase, and so on, to be successful according to the social
scale. Because of the use of symbols and stereotypes understood by most of the audience, advertising
immediately communicates a simple way of thinking, with an easy meaning.
At the same time, there are no definitive conclusions about the association between media consumption
and bad consequences on peoples self image and behavior, but more and more authors are asserting this
connection. Some interesting surveys study the perception that consumers have about advertising models
(David, Morrison, Johnson and Ross, 2002; Dittmar and Howard, 2004) and they accept from the very
beginning that these kinds of real influences exist (Kang, 1997).
We point to the fact that fashions consumers are highly identified with their own purchases in comparison
to all consumers. In our society, clothes and accessories are, without a doubt, a part of our own identity
(Bourdieu, 1991; Entwistle, 2000; Entwistle & Wilson, 2001). The first description we offer to others about
ourselves is the result of an elaborate process of dressing and grooming our body: the appearance
management (Kaiser, 1996). This self image something about our personality because it is the key
language for communicating with others. Elizabeth Entswistle said in the introduction to The Fashioned
Body, 2001, that the human body is a dressed body. In its most external appearance social life is composed
of dressed bodies and our first impression when meeting someone is always their external appearance,
especially the face, neck and hands. Several authors reinforce the thesis that the clothes we dress in show
our personality (Horn & Gurel, 1981). This psychological process is taken into account and exploited by
luxury brands marketers in order to sell more items. They know that consumers need to express
themselves and tell stories about their personality, aspirations and way of life. As a result, something which
was initially an element that differentiates the personal identity, become an element of equalization or even
alienation.
Moreover, fashion reality, far from being a set of clothes, is now a total social phenomenon as a result of
the merging of different characteristics in our societies. First of all, we seek a universal language that











Observatorio (OBS*) Journal, 4 (2008) Paloma Daz Soloaga et al. 293
everybody will understand and overcome some of the terrible lack of communication among modern
societies (Gonzlez, 2007). Secondly, the capitalist system needs a mechanism, like the ephemeral and
fleeting fashion process, which demands a constant updating for their sustainability (Horn & Gurel, 1981).
Finally, the well-known progress myth promotes the constant development and perfection of the human
being through technological and scientific progress. Fashion does not get away from the influence of these
social features even with its cyclical nature, and constant flashbacks and feedbacks. We can also assert
with Jean Baudrillard, that there is no constant progress in this field: fashion is arbitrary, temporary and
cyclical and does not attach anything to the intrinsic features of the individual (Baudrillard, 1999).
The most interesting research related to ours was Images of women in general and fashion magazine
advertisements from 1995 to 2002 conducted by Katarina Lindner in 2004. Its most important conclusion
was that womens portraits shown in fashion advertisements tend to reinforce the stereotypes that we had
previously found in society.


2. Objectives and research questions
The objective of this study is a deeper understanding of the womens images shown in luxury fashion
advertisements. We analyze the advertisements included in womens magazines, trying offer a classification
of the most frequent representations of women. Nor only studding their external features (such as race,
body type, eye color or hair color) but also analyzing their position and attitude.
The three hypotheses of this research are:
Hypothesis 1: Luxury fashion brands propose different imaginary womens profiles.
Hypothesis 2: These women images can be classified in different groups.
Hypothesis 3: These different images or stereotypes are defined by values that make them
different from each other.


3. Methodology
This research was performed from July to November 2005. During these months we collected, scanned and
analyzed advertisements from mostly womens magazines and some general content magazines. Related to
the publication dates, 25.3% of the units total amount were published in 2005; 26.5% in 2004, 24% in
2002 and 14.2% during 2003. Most of the advertisements analyzed appeared in Elle magazine (40.7%) and
Telva (25.5%). In addition to these two magazines Vogue (12.4%), Marie Claire (7.6%) and Cosmopolitan
(5.1%) contributed some advertisements to the final sample. The other ones were from general content












Paloma Daz Soloaga et al. Observatorio (OBS*) Journal, 4 (2008) 294
Spanish magazines. This fact allowed us to expand our research conclusions to the European and even the
North American and other developed countries markets.
We identified 97 luxury brands in 290 advertisements from 2002 to 2005.
We created eight categories:
Clothing,
Cosmetics,
Beauty treatment,
Perfume,
Accessories (bags, shoes, belts and sunglasses),
Lingerie,
Jewelry (watches) and
Others (sports clothing, furriers).
Because we wanted to find the stereotypes and womens values that defined these stereotypes, we decided
to use the advertisements characters as the analysis unit: so we analyze the characters included in the
fashion brand advertisements. We extracted 324 units from the 290 advertisements. Finally, we decided to
use only the feminine, not the masculine characters, because of the scarcity of males and because the male
characters were irrelevant for our research.


4. Results analysis
4.1. General profile
In reference to product most of the advertisements were about perfume (42.5%) followed by accessories
such as bags and shoes (26.9%). We also found clothing advertisements (10.9%), lingerie (10.2%), and
(4%) about cosmetics and beauty treatments (5.5%). When analyzing these advertisements in terms of
their market position we create a classification of brands based on our own experience and brand
knowledge (classical, transgressive or other kind of brands); we founded that 53.1% of them were classical
brands as opposed to 41.8% presented as transgressive brands.
Continuing with the analysis of the characters, we detected that 81.1% of them were not celebrities and
identified 18.9% as famous people (singers, actress and fashion models). In social demographics features,
we found that 90.2% were Caucasian women, only 1.8% were Afro-American women, 2.2% Asians and
4% Hispanics. Most of them belonged to the young age group: 72.7% were between 15 and 30 years old.
18.5% were mature women between 31 and 75 years old. A small group of female characters (3.6%) were
less than 14 years old. Briefly 10.5% of the sample showed on purpose underage appearance, even though











Observatorio (OBS*) Journal, 4 (2008) Paloma Daz Soloaga et al. 295
they werent underage; a bigger average than the real presence of this age in the total sample (we found
just a few cases of children in the sample).
We also determined that most of the characters (52.4%) had a wealthy or upper middle class appearance
(13.8%) and only 0.7% of the characters appeared to be from the lower class. A large group could not be
classified because of insufficient facts.
When we looked at the external appearance of the characters we detected the predominance of blond hair
(29.5%) and dark hair (25.8%) with brown haired women next in number (20.4%). In reference to the
body type, we found that thin women were the most frequent group (62.9%); in contrast, the normal
weight women made up 12% of the sample and the thin were a relatively large 10.9%. On the other hand
a quarter of the women sampled had an athletic body type.
As regards the most frequently shown body part, we found that the body as a whole was illustrated 37.8%
of the time, the breast 30.2%, and the face 15.6%. Then, we found that the legs were shown in 4.7% of
the cases; reveal the body 15.6% but not the models face and 2.9% showed only the hands.
A detailed analysis discovered that 22.9% of the ads showed the face of the model and 80.4% of the full
body and the faces included in the advertisements were perfect (without freckles, moles, imperfections or
wrinkles; the flesh was plain and smooth). Moreover, 20.4% of the cases studied showed a naked or half
nude woman as an accessory of the product. In 67.7% of these examples, bodies were only an esthetical
complement to the advertisement.
When we analyzed womens attitudes shown in the advertisements, data reflected that a large group of
them (42.2%) were presented in seductive attitudes, as compared to 26.9% in an attitude of self-
contemplation. Women in passive attitudes such as lying down, resting on beds, in cars or other objects,
represented 20.4% of the total.
The context and the settings of the advertisements were interesting: a large proportion of them were real
ones (61.1%) and the environment had a luxurious atmosphere. When photographing the characters, most
of the ads used a frontal focus (84%), and overviews (11.3%).
It is also interesting that a large percentage (62.5%) illustrated a direct relationship between product
consumption and the external beauty of the models.

4.2. Women images with presence in the advertisements
When we calculated the presence of different images is in the sample we analyzed 29 items that determine
womens features found in luxury brands. In a dichotomy option (0=no; 1=yes), we analyzed if the
character showed, for instance, pleasure, pain, competitiveness, maternity or triumph. We call these












Paloma Daz Soloaga et al. Observatorio (OBS*) Journal, 4 (2008) 296
images stereotypes because they are not just a collection of external features, more than a representation
of a concrete type of woman that could be recognized in real life.
With the total amount of items classified, we did the first factor analysis, using a orthogonal varimax
rotation, in order to determine if these items tended to organize themselves around a pattern based on
different factors. We checked the quality of the factor analysis using the Kaiser-Meyer-Olkin (KMO) measure.
It gave us a .72 value and Bartlett's test of sphericity was sufficiently representative (p.001). The analysis
showed a group of 10 items that explained 64.33% of the variance. With this data we first eliminated
factors composed only of one item, doing a consistency analysis of the other 10 elements in order to
eliminate those which did not have the necessary reliability (Cronbachs alpha) to be acceptable in an
exploratory study such as ours.
With the resulting 22 items we again applied a factor analysis using orthogonal rotation in order to obtain
the relationship among these variables. The Kaiser-Meyer-Olkin (KMO) measure statistic offered a .72 as a
result and the test of sphericity was representative sufficiently (p.001). So, we determined the reliability
of the analysis. From these results (Table 1), we could determine the existence of five factors comparable
with other female stereotypes present in the advertisements analyzed. We named these stereotypes to
facilitate our work method: Traditional Real (Fulfilled Women) (=.76) made up of the items where the
women appear with values such as love, maternity, and family. The Hedonist Transgressor (Object
Women) (=.65) composed of items linked to triumph, freedom, conquest, loyalty and
transgression. We even identified the weak and fragile woman and called her Passive Receptor (Doll
Women) (=.67) with features such as sadness, weakness, listlessness and submission. The other
women were the High Consumer (Sensual Women) (=.61) identified by her sexual attractiveness,
seduction and pleasure. Finally, we detected the Idealistic Approach (Modern Women) (=.63) related to
images of modernity, joy and comfort.





















Observatorio (OBS*) Journal, 4 (2008) Paloma Daz Soloaga et al. 297
Table 1: Main components Factor analysis (orthogonal varimax rotation)
Factors
Items
1 2 3 4 5
The character shows family values ,871
The character shows maternity values ,802
The character shows love ,751

The character shows sadness ,827
The character shows weakness ,726
The character shows listless ,666
The character shows submission ,513 ,418

The character shows triumph ,756
The character shows freedom ,686
The character shows conquest attitude ,639 ,395
The character shows loyalty ,598
The character shows transgress attitude ,373 ,401 ,388 -,351

The character shows sexual attraction ,776
The character shows pleasure ,697
The character shows seductive attitude -,424 ,497

The character shows comfort attitude ,772
The character shows modernity ,743
The character shows affective success ,454 ,412 ,480
Eigenvalue 2.52 2.22 2.15 2.14 1.79
Percentage of the variance explained 13.99% 12.33% 11.94% 11.90% 9.96%

























Paloma Daz Soloaga et al. Observatorio (OBS*) Journal, 4 (2008) 298
Graphic 1: Averages of each stereotype present in the advertisements
0,5 0,4 0,3 0,2 0,1 0
0,22
0,43
0,12
0,27
0,07

Idealistic Approach:
Modern Women
High Consumer:
Sensual Women
Passive Receptor
Doll Women
Hedonist Transgressor
Object Women
Traditional Real
Traditional Women
AVERAGE

Each stereotype has a theoretical span with a variation from 0 (no presence) to 1 (very present).

With all this information, we described five new variables representing the five stereotypes found in our
analysis. Based on COMPUTE command in SPSS 13.0 software we proceeded to add up all the factors
found in each stereotype and divided the total amount by the total number of items in order to obtain a
similar average for each stereotype. Then, with the new variables we had created on the basis of this
process, we verified that the most frequent stereotype shows a sensual woman (M=0.43) followed by a
transgressor woman (M=0.27) and a modern woman (M=0.22). Also present though to a lesser extent, are
the stereotypes that reflected women as fragile or submissive (M=0.12) and traditional creatures (M=0.07).
(See data in Graph 1).

4.3. Differences between women, depends on the stereotypes used
When we performed the bivariate analysis, we detected differences in the representative statistical
presence of each stereotype based on the features of each advertisement. In this sense, we observed
differences at the multivariate level among the stereotypes, depending on the advertised product [Lambda











Observatorio (OBS*) Journal, 4 (2008) Paloma Daz Soloaga et al.

299

de Wilks=0.69, F
multivaried
(25.000, 985.933)=4.175, p.001]. At the univariate level, we detected differences
in each stereotype analyzed (see Table 2). We also observed that the traditional woman stereotype mostly
promotes (M=0.14) perfume (F(5, 269)=4.654, p.001). On the other hand, we found that the
transgressor and aggressive women are shown in perfume (M=0.26) and accessorize advertisements
(M=0.36) (M=0.36) (F(5, 269)=5.391, p.001). In these same advertisements, we also frequently found
the sensual women, not only showing accessorizes (M=0.46) but also perfumes (M=0.51) (F(5, 269)=5.534,
p.001). Meanwhile, the modern woman was only prevalent in the beauty treatment advertisements
(M=0.33) (F(5, 269)=2.740, p.05). The fragile and passive women were found especially in clothing
advertisements (M=0.15) and accessories (M=0.19) (F(5, 269)=3.596, p.01).

Table 2: Differences founded between stereotype averages and their presence in each kind of product.
1.1 Product category of the advertising
Women Stereotype
Total
average
C
l
o
t
h
i
n
g

C
o
s
m
e
t
i
c
s

B
e
a
u
t
y

T
r
e
a
t
m
e
n
t


P
e
r
f
u
m
e

A
c
c
e
s
s
o
r
y


U
n
d
e
r
w
e
a
r

1.2 F
1.3 (5,
269)
p
Traditional 0.07 0.02 0.00 0.00 0.14 0.03 0.02 4.654 .000
Hedonistic-transgressor 0.27 0.23 0.05 0.16 0.29 0.36 0.13 5.391 .000
Passive Receptor 0.12 0.15 0.02 0.00 0.12 0.19 0.03 3.596 .004
Sensual 0.43 0.29 0.33 0.13 0.51 0.46 0.33 5.534 .000
Modern 0.22 0.14 0.15 0.33 0.28 0.22 0.08 2.740 .020
N 275 30 11 15 117 74 28
Each stereotype has a theoretical span with variation from 0 (no presence) to 1 (very present).

We also identified significant differences at the multivariable level [Lambda de Wilks=0.66, F
multivaried
(20.000,
1076.000)=5.927, p.001] when we focused on the use of the different stereotypes in each different
womans age group. At the univariable analysis we found representative differences but only for three of
the five stereotypes (see data in Table 3). At this point, we can say that thin women (M=0.32) and those
with a normal complexion (M=0.25) are usually presented as fighter or transgressor (F(3, 271)=6.039,
p.001). On the other hand, the fragile and passive women were the tiniest (M=0.33) (F(3, 271)=9.842,
p.001). Similarly, we found that the sensual woman stereotype has a high presence among characters
with a skinny appearance (M=0.53) (F(3, 271)=2.847, p.05).














Paloma Daz Soloaga et al. Observatorio (OBS*) Journal, 4 (2008) 300
Table 3: Relationship between stereotype and Characters body complexion
1.4 Character Complexion
Women Stereotype
Total
Share
T
i
n
y


C
o
m
p
l
e
x
i
t
y


T
h
i
n


C
o
m
p
l
e
x
i
t
y

N
o
r
m
a
l


C
o
m
p
l
e
x
i
t
y

C
o
u
l
d

n
o
t


b
e

c
l
a
s
s
i
f
i
e
d


1.5 F
1.6 (3,
271)
p
Traditional .07 .03 .07 .13 .08 1.287 .279
Hedonistic-transgressor .27 .22 .32 .25 .12 6.039 .001
Passive Receptor .12 .33 .11 .06 .07 9.842 .000
Sensual .43 .53 .44 .36 .32 2.847 .038
Modern .22 .11 .24 .25 .21 1.577 .195
N 275 30 173 33 39
Each stereotype has a theoretical span with variation from 0 (no presence) to 1 (very present).

In order to detect the relationship between the different stereotypes found in the analyzed advertisements
as well as the features shown in the advertisements or the characters themselves we proceeded to make
the correlation (Pearson test) among the five stereotypes and all of the aspects (see Tables 4 and 5). Then,
we were able to determine that the advertisement reflected reality when the characters shown in the ads
were playing the traditional woman stereotype (r=.29, p.001) and modern woman stereotype (r=.41,
p.001), but this realism decreases in the case of the fragile woman (r=-.13, p.05) and the sensual
woman stereotypes (r=-.13, p.05). We also reviewed all of the advertisements to understand the
relationships between external beauty and product consumption in the object woman (r=.44, p.001) doll
(r=.26, p.001), sensual (r=.31, p.001) and modern (r=.27, p.001). Related to the connection between
the happiness and external appearance of the characters, we found that the stereotypes with the greatest
presence of this feature was the traditional (r=.28, p.001) and modern (r=.37, p.001) (see data in Table
4).



















Observatorio (OBS*) Journal, 4 (2008) Paloma Daz Soloaga et al.

301

Table 4: Correlations between stereotypes and descriptive variables of the advertisements.
Women stereotypes
Rest of variables
Traditional
Hedonistic-
transgressor
Passive
Receptor
Sensual Modern
The advertisement is realistic .29(***) -.05 -.13(*) -.13(*) .41(***)
Relationship between product
purchase and beauty
-.05 .44(***) .26(***) .31(***) .27(***)
Relationship between happiness and
external appearance
.28(***) .01 -.11 -.03 .37(***)
*** p.001; ** p.01; * p.05

As for the concrete relation between the five stereotypes and other features of the characters we detected
that each of them had a singular relation with some important aspects present in the advertisements (see
data in Table 5). For example, we noticed that the woman present in the traditional stereotype was
frequently found in happy characters (r=.32, p.001), those who were illustrating friendship (r=.34,
p.001), doing homework (r=.25, p.001), in leisure environments (r=.44, p.001) and also those women
who were underage in appearance (r=.17, p.01). At the same time, we did not find this stereotype in the
characters with seductive attitudes (r=-.20, p.001) or those in self-contemplative poses (r=-.17, p.01).
The hedonistic transgressor woman was closely related to women with aggressive (r=.25, p.001),
competitive (r=.18, p.01), and personal effort attitudes (r=.25, p.001) as well as athletic (r=.50,
p.001), seductive (r=.46, p.001), self-contemplative attitudes (r=.42, p.001), with a perfect face and
body (r=.33, p.001) and performing leisure activities (r=.13, p.05). This stereotype was significantly and
negatively associated with the childlike image of the woman (r=-.15, p.05).






















Paloma Daz Soloaga et al. Observatorio (OBS*) Journal, 4 (2008) 302
Table 5: Correlations between stereotypes and descriptive variables of the characters.
Women Stereotype
Rest of variables
Traditional
Hedonistic
Transgressor
Passive
Receptor
Sensual Modern
Character shows aggressiveness -.11 .25(***) .12 .25(***) -.19(**)
Character shows happiness .32(***) .09 -.28(***) -.24(***) .23(***)
Character shows personal effort -.06 .12(*) .13(*) -.01 .04
Character shows friendship .34(***) .07 -.13(*) -.06 .30(***)
Character shows joy -.08 .11 .03 .07 .20(***)
Character shows professional success -.07 .25(***) -.06 .14(*) -.10
Character shows competitiveness -.09 .18(**) -.08 .04 -.10
Character shows care of the home tasks .25(***) -.07 -.03 .06 .20(***)
Underage appearance .17(**) -.15(*) .22(***) .02 -.04
Character is athletic -.05 .50(***) .16(**) .34(***) -.06
Character is in a seductive attitude -.20(***) .46(***) .28(***) .48(***) .09
Self-contemplative attitude -.17(**) .42(***) .14(*) .31(***) .02
Character has a passive attitude -.01 .02 .35(***) .26(***) .19(***)
Character has a perfect face or body -.02 .33(***) .16(**) .34(***) .13(*)
Character is naked or half naked -.03 .01 .02 .32(***) -.03
Character shows body as a esthetic value -.06 .47(***) .20 (***) .31(***) .17(**)
Character is in a leisure environment .44(***) .13(*) -.08 -.08 .35(***)
*** p.001; ** p.01; * p.05

In reference to the representation of the women as fragile and submissive in the passive-receptor
stereotype, these images were significant and positively associated with an underage appearance (r=.22,
p.001), seductive attitudes (r=.28, p.001), passivity (r=.35, p.001) and self-contemplation (r=.14,
p.05) as well as personal effort (r=.13, p.05). This stereotype showed an athletic woman (r=.16, p.01),
with a perfect body and face (r=.16, p.01) as well as a body exposed as an esthetical value (r=.20,
p.001). On the other hand, this woman was also characterized by a lack of happiness (r=-.28, p.001)
and friendship (r=-.13, p.05).
The sensual woman was aggressive (r=.25, p.001), athletic (r=.34, p.001), seductive (r=.48, p.001),
self-contemplative (r=.31, p.001), passive (r=.26, p.001), with a perfect body and face (r=.34, p.001),
showing professional success (r=.14, p.05), and a naked or half naked body (r=.35, p.001), which, at
the same time, was shown as an esthetic value for the advertisement (r=.31, p.001). We found a
negative relationship in this stereotype only in the case of the happiness of the character (r=-.25, p.001).











Observatorio (OBS*) Journal, 4 (2008) Paloma Daz Soloaga et al.

303

The last character, the modern woman was shown as friendly (r=.30, p.001), happy (r=.23, p.001),
joyful (r=.20, p.001), a good housewife (r=.20, p.001) and performing leisure activities (r=.19, p.001).
This stereotype also had a perfect body and face (r=.13, p.05) and, usually, the body was used as a mere
esthetic value (r=.17, p.01) rarely associated with aggressive women (r=-.19, p.01).


5. Conclusions and Discussion
One of the most surprising results of the research is that these five stereotypes we found in our analysis of
Spanish magazines could be expanded to any other country. Most of the brands were international, and
this means that a regular consumer could find the brand in airports or in her/his own country.
Another interesting conclusion is the average of each stereotype in the sample. The absolute presence of
the sensual and object woman above other woman representations could be overwhelming. At the same
times there is an evident absence of certain values and types or representations of real woman.
This study provides evidence of a double tendency. On the one hand brands show women as aggressive,
active, taking the initiative in the affective and sexual relationships and having negative attitudes related to
aspects like invasion, imposition, evidence or arrogance. On the other hand, we also found a delicate,
fragile and unhealthy woman who is excessively thin and has a passive attitude. Both are extreme
examples and do not reflect womens real lives.
We would like to point out the hedonist and transgressor women who reinforce the social stereotype of this
type of woman who is always appreciated for her external beauty. This stereotype is transmitted by
womens magazines in open contradiction to their usual defense of womens rights. This construction of a
womans image as very feminine and delicate and, at the same time, with some aggressive attitudes
(conquest, seduction, sexual aggressiveness and so on) perpetuates the social stereotype of a triumphant
women who bases hers domination on her physical aspects, not on her intelligence, or her personality.


Acknowledgments
To Irene Matias, Ana Maria Nguema, Mariam Gonzalez and Cristina Ferrero (Department of Advertising and
Communication at Centro Universitario Villanueva Complutense University of Madrid) for volunteering as
researchers assistant.














Paloma Daz Soloaga et al. Observatorio (OBS*) Journal, 4 (2008) 304
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