Female Role Portrayal: An Exploratory Analysis of Australian Television Advertising
- 1 August 1980
- journal article
- research article
- Published by SAGE Publications in Media Information Australia
- Vol. 17 (1) , 3-70
- https://doi.org/10.1177/1329878x8001700101
Abstract
A content analysis of the sex-role stereotypes of women portrayed in a survey of Australian television advertising was undertaken. Only 5% of women were depicted as Sex Objects—a finding at odds with those who claim that advertising continually exploits the female body as a sales vehicle. But only 9% of advertisements showed women in a career role. This finding provides some support for the contention that a considerable lag exists between social change and its reflection in television advertising.Keywords
This publication has 11 references indexed in Scilit:
- Sex-Role Stereotypes of Women in Australian Magazine AdvertisingAustralian Journal of Management, 1978
- Sex Role Portrayals in AdvertisingJournal of Marketing, 1977
- Sex Role Portrayals in AdvertisingJournal of Marketing, 1977
- Content Analysis in Consumer ResearchJournal of Consumer Research, 1977
- A Comparative Analysis of the Roles Portrayed by Women in Print Advertisements: 1958, 1970, 1972Journal of Marketing Research, 1976
- A Comparative Analysis of the Roles Portrayed by Women in Print Advertisements: 1958, 1970, 1972Journal of Marketing Research, 1976
- Some australian data on the short version of the attitudes to women scale (AWS)Australian Psychologist, 1975
- 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