Sex Roles

, Volume 21, Issue 11–12, pp 715–724 | Cite as

Sex role messages in television commercials: An update

  • Lynn T. Lovdal


Traditionally, television commercials have served to reinforce conventional sex role stereotypes. The purpose of this study is to determine if there have been any changes in the portrayal of sex roles of television commercials in the past ten years. Specifically, this research is, in part, a replication of the O'Donnell and O'Donnell (1978) study and also an extension of their study. Additionally, this study examines what occupation the visible product representatives are placed in, which sex is shown to represent the product, and which sex is shown in more professional roles. Results of this study find that conventional sex role stereotypes persist in television commercials in 1988.


Social Psychology Professional Role Television Commercial Role Stereotype Visible Product 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Plenum Publishing Corporation 1989

Authors and Affiliations

  • Lynn T. Lovdal
    • 1
  1. 1.Denison UniversityUSA

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