Laura M. Milner

Sex-Role Portrayals and the Gender of Nations

Abstract This study compares television advertisements from Japan, Russia, Sweden, and the United States are compared. Consistent with Hofstedes framework which suggests that countries may be characterized along a continuum from masculine to feminine, the authors found that television advertisements from feminine countries featured more depictions of relationships for male and female characters than did masculine countries. Expectations of fewer gender differences in feminine countries than in masculine countries and of greater depictions of productivity being found in television advertisements from masculine countries were not realized, however. Implications of these findings for the international advertiser are considered, and future directions for research are suggested.

Product gender perceptions: the case of China

Investigates whether the Chinese perceive products to possess gender and whether these perceptions are based on who buys the product, who uses the product, and/or who promotes the product. The results indicate that the Chinese do indeed perceive many products to have gender. For those products which are clearly sex‐typed, the primary determinant of these perceptions is the user; for more ambiguous products, uses the cues of user, buyer and promoter. Discusses the marketing implications regarding how to use these cues in creating and/or avoiding gender images of products.

Sex-Role Portrayals in African Television Advertising

Abstract This study compares gender sex-role portrayals in television advertisements from Kenya Ghana and South Africa across Hofstedes masculinity dimension. The findings are not consistent with his framework suggesting there may be instances when utilizing his taxonomy is not appropriate for researchers and practitioners in the international sex-role portrayal area.

The Japanese Vacation Visitor to Alaska: A Preliminary Examination of Peak and Off Season Traveler Demographics, Information Source Utilization, Trip Planning, and Customer Satisfaction

Summary The current study examines data gathered on the Japanese visitor to Alaska during the summer of 1996 and winter of 1997. The survey focused on several topics: the demographic profile of the visitor, their motivations, the sources of information used, actual trip behaviors, and indices of customer satisfaction. Results indicate that the Japanese visitor to Alaska segment may be further subdivided based on season, winter and summer. Implications are discussed.

Profiling the Special Event Nonattendee: An Initial Investigation

The current study uses the results of an origin-based survey to analyze those individuals who have not attended any special events within the last 5 years. The results indicate that those who do not go are older, retired, widowed, and have no children at home, in contrast to attendees who are younger, single, employed, and have children in the home. Implications for special events are discussed.

The AIDS crisis: Unethical marketing leads to negligent homicide

The purpose of this paper is to demonstrate how condom manufacturers and their marketers have failed to adequately promote their product to the male homosexual population (gays). Inasmuch as the AIDS syndrome constitutes a major life-threatening danger and that gays appear to be particularly vulnerable, failure to aggressively promote a known preventive such as condoms to gays constitutes negligent homicide.The method used here defines what is traditionally viewed as a viable “target market,” analyzes the major elements of marketing with regard to gays, and examines the neglect of condom promotion by their manufacturers.It is concluded that condom marketers have failed to promote a known protection against AIDS to a highly susceptible group. That group would normally be seen as a highly attractive market for condoms and were it not for homophobia, marketers would zealously pursue more aggressive promotion of condoms to gays.