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A longitudinal view of women's role portrayal in television advertising

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Abstract

This article concerns an issue of interest to both advertisers and consumers: female sex-role portrayal in television advertisements. A comparative study using content analysis was conducted for television commercials observed in 1977 and in 1980, respectively. Significant changes between these years are noted on a number of dimensions relevant to the way women are represented in television commercials. These changes are also interpreted in a broader historical perspective whenever possible. Both positive and negative changes are noted and discussed.

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Authors and Affiliations

  1. Baylor University, Waco, USA

    Marjorie Caballero Ph.D.

  2. University of Texas, Texas, USA

    Paul J. Solomon Ph.D.

Authors
  1. Marjorie Caballero Ph.D.
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  2. Paul J. Solomon Ph.D.
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Caballero, M., Solomon, P.J. A longitudinal view of women's role portrayal in television advertising. JAMS 12, 93–108 (1984). https://doi.org/10.1007/BF02721802

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