Sex Roles

, Volume 17, Issue 9–10, pp 593–601 | Cite as

Cognitive accessibility of sex role concepts and attitudes toward political participation: The impact of sexist advertisements

  • Norbert Schwarz
  • Dirk Wagner
  • Maria Bannert
  • Lucia Mathes


Women who were exposed to advertisements that portrayed women in their traditional role as homemakers reported less favorable attitudes toward political participation than women who were not exposed to advertisements. Exposure to portrayals of women as sex objects, on the other hand, did not affect women's attitudes. In contrast, men reported less favorable attitudes toward political participation after exposure to advertisements that portrayed women as sex objects, but were not affected by portrayals of women as homemakers. Implications for the influence of sex roles on political participation and the impact of sexist advertisements are discussed.


Social Psychology Political Participation Favorable Attitude Traditional Role Role Concept 
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 1987

Authors and Affiliations

  • Norbert Schwarz
    • 1
  • Dirk Wagner
    • 2
  • Maria Bannert
    • 2
  • Lucia Mathes
    • 2
  1. 1.Zentrum für Umfragen, Methoden and Analyses, ZUMAMannheimGermany
  2. 2.Universität HeidelbergGermany

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