The Ideology of Advertising: The United States and Sweden
通过内容分析比较美国和瑞典杂志广告中传达的价值观，发现两国广告都强调休闲生活、年轻化、个人主义和理想体型，并与20年前美国广告中的价值观相似。
This study examined the similarities and differences between the values portrayed in magazine advertising in the United States and Sweden. Cross-cultural content analysis indicated the values conveyed in the magazine advertising were similar for both countries and included: a life of leisure; youthfulness; individualism; and ideal body shape. In general, these same values were found in a content analysis of U.S. magazine advertisements from 20 years ago. In addition, the study compared the portrayals of models in advertising in terms of levels of undress, skin color, and activities (e.g., housework, childcare, leisure, type of work).