In the past, research has found that the portrayal of sex roles in advertising has not reflected equality or reality. Further, studies typically have examined only U.S. advertising, leaving open the question of cultural influence on advertising's sex role portrayals. The author offers a new analysis of sex roles in advertising and compares content analysis findings for U.S., Australian, and Mexican television advertisements. Results reveal differences in the portrayal of the sexes in U.S. advertisements. Australian advertisements show somewhat fewer sex role differences and Mexican advertisements show slightly more sex role differences than U.S. advertisements. Stereotypes are found in the advertising of all three countries, but are manifested in different ways.
<p>The aim of this study is to replicate the Web Motivation Inventory (WMI) in new context. To date, the scale has only been tested on consumers in the United States, United Kingdom, Australia and South Korea. This research replicates the WMI using consumers from three Arab countries namely Jordan, UAE, and KSA. Results show that the same four-factor structure has been produced for the three countries, providing evidence of the scales cross cultural stability. Additional results show that there were differences in the four motives; research, communicate, surf, and shop in the three countries.</p>
Internet Motives of Users in Jordan, UAE and KSA: A Cross-Cultural Validation of the Web Motivation Inventory (WMI)