Abstract
The sex role of women, as expressed in magazine advertising, was researched. Life-style themes were found to be undesireable by women as the degree of role reversal was increased. The current trend in promotions, therefore, toward more "liberated" life-style themes is in direct contradiction to these results.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
"Advertising Portraying or Directed to Women," Advertising Age, 46, (April 21, 1975).
Lorraine Baltera, "The Working Woman’s Come a Long Way, But Can Advertisers Find Her?" Advertising Age, 45, (July 22, 1974).
Ahmed Belkaoui and Janice M. Belkaoui, "A Comparative Analysis of the Roles Portrayed by Women in Print Advertisements: 1958, 1970, 1972," Journal of Marketing Research, 13, (May 1976), 168.
Henry R. Bernstein, "Ads Ignore Real Women, Use Stereotypes: Levine," Advertising Age, 48, (June 16, 1975).
A. F. Courtney and S. W. Lockeretz, "A Woman’s Place: An Analysis of the Roles Portrayed by Women in Magazine Advertisements," Journal of Marketing Research, 8, (February 1971), 92.
Fred Danzig, "Sales Exec’s Panel Tells Feminist Ad Obstacles," Advertising Age, 46, (June 16, 1975).
Eugene Fram and Andrew DuBrin, "Coping with Women’s Lib," Sales Management, 106 No. 13, (June 15, 1971), 20–21, 60.
Judith A. Hennessee and Joan Nicholson, "NOW says: TV Commercials Insult Women," New York Times Magazine, May 28, 1975.
Midge Kovacs, "Women Simply Don’t Recognize Themselves in Many Ads Today," Advertising Age, 43, (June 12, 1972).
William J. Lundstrom and Donald Sciglimpaglia, "Sex Role Portrayals in Advertising," Journal of Marketing, (July 1977), 72.
"Marketing to the New Woman," Industry Week, 8, (April 21, 1975).
Ellen Peck, "Advertisers Unite! Strike a Blow Against Motherhood," Advertising Age, 43, (January 24, 1972).
Donald E. Sexton and Phyliss Haberman, "Women in Magazine Advertisements," Journal of Advertising Research, 14, (April 1974).
M. Venkatesan and J. Losco, "Women in Magazine Ads 1959–71," Journal of Advertising Research, 15, (October 1975).
"Vulgar Sex Ads Demean All, Insult Consumer, Panel Finds," Advertising Age, 46, (March 25, 1975).
Louis C. Wagner and Janis B. Banos, "A Woman’s Place: A Follow-up Analysis of the Roles Portrayed by Women in Magazine Advertisements, Journal of Marketing Research, 10, (May 1973), 213.
E. B. Weiss, "New Life Styles of 1975-1980 Will Throw Switch on Admen," Advertising Age, 43, (May 15, 1972).
Roslyn Willett, "Do Not Stereotype Women--An Appeal to Advertisers," Journal of Home Economics, 63, (October 1971).
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Academy of Marketing Science
About this paper
Cite this paper
Bettinger, C.O., Dawson, L. (2016). Changing Perspectives in Advertising: The Use of "LIBERATED" Feminine Life-Style Themes. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_26
Download citation
DOI: https://doi.org/10.1007/978-3-319-16934-7_26
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16933-0
Online ISBN: 978-3-319-16934-7
eBook Packages: Business and ManagementBusiness and Management (R0)