The portrayal of women in advertising: An overlooked area of societal marketing

  • Stephen W. Brown
  • Adel I. El-Ansary
  • Nancy Darsey


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.


Female Role Lamar Change Life Style Promotional Message Marketing Scholar 
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Copyright information

© The Academy of Marketing Science 1975

Authors and Affiliations

  • Stephen W. Brown
    • 1
  • Adel I. El-Ansary
    • 2
  • Nancy Darsey
    • 3
  1. 1.Arizona State UniversityUSA
  2. 2.The George Washington UniversityUSA
  3. 3.Lamar UniversityBeaumontUSA

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