THE INFLUENCE OF CULTURAL ORIENTATION ON GENDER ROLE REPRESENTATIONS: HORIZONTAL-VERTICAL VALUES IN CROSS-CULTURAL ADVERTISING

Abstract

Employing traditional Hofstedian dimensions in conjunction with recent paradigms of horizontal-vertical cultural orientations, examines variances in representational framing of gender-roles in advertisements across cultures. Sweden, a horizontal individualistic (HI) nation, and Great Britain, a vertical individualistic (VI) nation, were selected for analysis. Differences in horizontal-vertical cultural values are of interest because these differences indicate divergences in cultural attitudes toward egalitarianism—horizontal nations emphasize equality while vertical nations emphasize status. Both nations depicted mother figures according to conventional notions of femininity. Sweden positioned fathers in genderneutral or gender-reversal roles. Great Britain positioned fathers as breadwinners, leaders and executives—adhering to prevailing stereotypes.