A longitudinal view of women's role portrayal in television advertising
Marjorie Caballero Ph.D., Paul J. Solomon Ph.D.
Journal of the Academy of Marketing Science · 1984 · Volume 12 · Issue 4
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.
Keywords
Product Category, Female Character, Television Advertising, Television Commercial, Longitudinal View
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