Abstract
The sex role of women, as expressed in magazine advertising, was researched. Life-style themes were found to be undesireable by women as the degree of role reversal was increased. The current trend in promotions, therefore, toward more "liberated" life-style themes is in direct contradiction to these results.
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Bettinger, C.O., Dawson, L. (2016). Changing Perspectives in Advertising: The Use of "LIBERATED" Feminine Life-Style Themes. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_26
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DOI: https://doi.org/10.1007/978-3-319-16934-7_26
Publisher Name: Springer, Cham
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