Abstract
This article provides an updated empirical analysis of sex-role stereotyping in magazine advertisements. The study compares the relative use of female stereotypes from 1974–5 to 1979–80. The results suggest that some moderation in sex-role stereotyping has occurred, yet stereotyping persists in magazine advertisements.
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Lysonski, S. (2015). Sex-Role Stereotyping in Advertisements: A Re-Examination. In: Rogers III, J., Lamb, Jr., C. (eds) Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16937-8_110
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DOI: https://doi.org/10.1007/978-3-319-16937-8_110
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