A Comparative Analysis of the Roles Portrayed by Women in Print Advertisements: 1958, 1970, 1972
Open Access
- 1 May 1976
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 13 (2) , 168-172
- https://doi.org/10.1177/002224377601300207
Abstract
A content analysis on the portrayal of women in print advertisements is reported. A comparison with 1970 and 1972 studies suggests that advertisements have not kept up with the times in portraying women in the wide variety of roles they play in today's world.Keywords
This publication has 3 references indexed in Scilit:
- A Woman's Place: A Follow-Up Analysis of the Roles Portrayed by Women in Magazine AdvertisementsJournal of Marketing Research, 1973
- A Woman's Place: An Analysis of the Roles Portrayed by Women in Magazine AdvertisementsJournal of Marketing Research, 1971
- A Woman's Place: An Analysis of the Roles Portrayed by Women in Magazine AdvertisementsJournal of Marketing Research, 1971