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Women's role portrayals in magazine advertising: 1958–1983

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Abstract

Content analysis was used to study the changing nature of women's role portrayals. Advertisements appearing in eight general interest periodicals during November 1983 were compared with data from similar studies of magazines published during 1958 and 1970. Results indicate that current advertisements in some ways more accurately reflect the true diversity of women's social and occupational roles than do those of earlier time periods.

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Authors and Affiliations

  1. Department of Marketing, The University of Texas at El Paso, 79968-0539, El Paso, Texas

    Gary L. Sullivan

  2. Bernard Baruch College City University of New York, USA

    P. J. O'Connor

Authors
  1. Gary L. Sullivan
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  2. P. J. O'Connor
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Sullivan, G.L., O'Connor, P.J. Women's role portrayals in magazine advertising: 1958–1983. Sex Roles 18, 181–188 (1988). https://doi.org/10.1007/BF00287788

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  • DOI: https://doi.org/10.1007/BF00287788

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