Research on female stereotypes in online advertisements is particularly scant, and thus, we lack evidence on whether women are depicted in derogatory (stereotypical) terms on the Internet or not. This theme has significant ethical implications. Hence, the objectives of this study are: (1) to provide evidence on female role portrayals in online advertisements of global products, and (2) to explore female role portrayals across web pages for different audience types. The results indicate that women are generally portrayed in a stereotypical (...) way, supporting the notion that sexism is prevalent in online advertisements worldwide. Portrayal of women across web pages varies considerably, with female-audience web pages embracing “decorative” female images; male-audience web pages promoting polarizing depictions of women in “dependent” or “non-traditional” roles; and general-audience web pages using portrayals of women as housewives or equal to men. Overall, the findings suggest that “traditional” or “decorative” stereotypes are largely evident in all three audience types, although some “non-traditional” roles may occur. Implications and future research directions are discussed. (shrink)

Women have a life-expectancy advantage over men, but a marked disadvantage with regards to morbidity. This is known as the female–male health-survival paradox in disciplines such as medicine, medical sociology, and epidemiology. Individual differences in physical and mental health are further notably explained by the degree of stress individuals endure, with women being more affected by stressors than men. Here, we briefly examine the literature on women’s disadvantage in health and stress. Beyond biological considerations, we follow with socio-cognitive explanations of (...) gender differences in health and stress. We show that gender roles and traits (masculinity in particular) explain part of the gender differences in stress, notably cognitive appraisal and coping. Stress in turn degrades health. Implications are discussed. In conclusion, traditional socialization is advantageous for men in terms of health. (shrink)