This study looked at 3,016 models in 1,972 ads from 12 women's, men's and general-interest magazines. A majority of models in the Japanese, Chinese and Korean ads were female. Most women and men were NOT shown in occupational roles; of those that were, men prevailed over women in the 'high-level business' and 'professional' categories by about 2 to 1. The products most strongly associated with women were cosmetics (Japan) and clothes (Korea and Hong Kong). Men were most strongly associated with clothes (Hong Kong and Korea) and entertainment/ information (Japan). Although Asian culture accords respect to the elderly, almost no Asian women over 50 appeared in the ads studied.
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