The Corporate Annual Report: A Photo Analysis of Male and Female Portrayals

Chris James Anderson · Giovanna Imperia

95 citations0/0 files storedJournal of Business Communication

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Media, Gender, and Advertising Gender Diversity and Inequality Gender Studies in Language

Abstract

Analysis of photographs in the annual reports of 25 airline firms over a six-year period disclosed inconographic portrayal of women in subservient, less-serious roles than men. As an annual report represents the personality and philosophy of the firm, latent messages of sex-role stereotyping should be avoided. Implications of sex-role depictions in business media are discussed and suggestions for further research are offered.

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1970Beliefs Attitudes and Human Affairs 1983Sex stereotyping in advertising 1976A Comparative Analysis of the Roles Portrayed by Women in Print Advertisements: 1958, 1970, 1972 1979Trends in Sex Roles in Television Commercials 1988Image of women in television advertising 1954People of Plenty

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