The portrayal of women in advertising: An overlooked area of societal marketing
Stephen W. Brown D.B.A., Adel I. El-Ansary Ph.D., Nancy Darsey Ph.D.
Journal of the Academy of Marketing Science · 1976 · Volume 4 · Issue 3
Abstract
The changing life styles of the American woman necessitate attention from marketing practitioners and academicians. The scope of this article is restricted to an examination of the portrayal of women in advertisements. Following a review of complaints of women in advertising and a look at selected research studies, the article deduces that the phenomena of sex roles in advertising has been inadequately investigated. Given this determination, the authors present a step-by-step framework for research on the portrayal of the sexes in promotion.
Keywords
Female Role, Lamar, Change Life Style, Promotional Message, Marketing Scholar
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