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Journal of Business Communication, Vol. 29, No. 2, 113-128 (1992)
DOI: 10.1177/002194369202900201
© 1992 Association for Business Communication

The Corporate Annual Report: A Photo Analysis of Male and Female Portrayals

Claire J. Anderson

Old Dominion University

Giovanna Imperia

Compaq Corporation

Analysis of photographs in the annual reports of 25 airline firms over a six-year period disclosed inconographic portrayal of women in subservient, less-serious roles than men. As an annual report represents the personality and philosophy of the firm, latent messages of sex-role stereotyping should be avoided. Implications of sex-role depictions in business media are discussed and suggestions for further research are offered.


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