Abstract
This paper reports the results of a content analytical study of 644 prime-time TV ads to determine the present role of women vs. men, and to see if the roles of women have changed. Results indicate a greater awareness of working women in diversified occupational roles and more women are used as product representatives yet the stereotyped housewife role is still predominant.
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© 2015 Academy of Marketing Science
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Ross, J.K., Patterson, L. (2015). The Portrayal of Men vs. Women in TV Advertising. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_178
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DOI: https://doi.org/10.1007/978-3-319-16946-0_178
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
Online ISBN: 978-3-319-16946-0
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