GENDER PORTRAYAL IN MARITIME TOURISM ADVERTISEMENTS: EXPLORATORY STUDY

Karen A Blotnicky
Candace Blayney
Mount Saint Vincent University

ABSTRACT

Gender portrayal in advertising has been the focus of researchers for decades. In
previous research, females were portrayed as being more submissive and playful than their male
counterparts. This study builds on previous research by focusing on gender portrayal in tourism
advertising in Maritime Canadian travel directories. A random sample was drawn from each of
the travel directories for the three Maritime Provinces in Canada: Nova Scotia, New Brunswick
and Prince Edward Island. The results revealed that differences in gender portrayal in the print
ads were minimal. Gender portrayal was consistent across genders and generally involved
positive imagery without negative female stereotypes. The only statistically significant difference
between males and females portrayed in ads were a higher percentage of females who were
smiling in ad images. However, this common in advertising featuring consumers of services as it
communicates a positive consumer experience.

Keywords: Gender portrayal, tourism, Canada