Young college women who are “independent” and who express profeminist attitudes are shown not to react significantly differently to women's roles in advertisements from women who are not “independent” and do not express profeminist attitudes, or from an intermediate group called “neutrals.” Some implications for advertisers are discussed.
Get full access to this article
View all access options for this article.
References
1.
“Advertising Portraying or Directed to Women,” Advertising Age, 46 (April 21, 1975).
2.
BalteraLorraine. “The Working Woman's Come a Long Way, But Can Advertisers Find Her?” Advertising Age, 45 (July 22, 1974).
3.
BarronFrank. Creativity and Psychological Health.New York: Van Nostrand, 1963.
4.
BelkaouiAhmed and BelkaouiJanice M.. “A Comparative Analysis of the Roles Portrayed by Women in Print Advertisements: 1958, 1970, 1972,” Journal of Marketing Research, 13 (May 1976), 168.
5.
BernsteinHenry R. “Ads Ignore Real Women, Use Stereotypes: Levine,” Advertising Age, 48 (June 16, 1975).
6.
CourtneyA. F. and LockeretzS. W.. “A Woman's Place: An Analysis of the Roles Portrayed by Women in Magazine Advertisements,” Journal of Marketing Research, 8 (February 1971), 92.
DempewolfeJ. A. “Some Correlates of Feminism,” Psychological Reports, 54 (1974).
9.
EpsteinC. F. and BronzaftA. L.. “Female Freshmen View Their Roles as Women,” Journal of Marriage and the Family, 34 (November 1975).
10.
“European Women Hit Mass Media Image of Being Robots, Sex Objects,” Advertising Age, 42 (August 9, 1971).
11.
FosterAnne T. “Ad Lib Takes Clue From Women,” New York Times, November 28, 1971.
12.
GoldbergMerle S. “International Women's Year: Fact and Fantasy,” Saturday Review, June 14, 1975.
13.
HennesseeJudith A. and NicholsonJoan. “NOW says: TV Commercials Insult Women,” New York Times Magazine, May 28, 1975.
14.
KirkR. E.Experimental Design: Procedures for the Behavioral Sciences.Belmont, California: Wadsworth Publishing Co., 1969.
15.
KotlerPhilip. “A Generic Concept of Marketing,” Journal of Marketing, 2 (April 1972).
16.
KovacsMidge. “Women Simply Don't Recognize Themselves in Many Ads Today,” Advertising Age, 43 (June 12, 1972).
17.
LazerWilliam, SmallwoodJohn E., “Consumer Environments and Life Styles of the Seventies,” MSU Business Topics, 20 (Spring 1972).
18.
LevereJane. “Portrayal of Women in Ads Defended by Top Ad Women,” Editor and Publisher, June 8, 1974.
19.
“Marketing to the New Woman,” Industry Week, 8 (April 21, 1975).
20.
MasonK. O. and BumpassL. L. “Women's Sex Role Attitudes in the United States,” paper presented at the Annual Meeting of the American Sociological Association, 1970.
21.
“NOW Asks Networks to Give Women More Positive Role,” Broadcasting, September 22, 1975.
22.
McGuireW. J. “Personality and Susceptibility to Social Influence,” inBorgattaE. F. and CambertW. W., eds., Handbook of Personality Theory and Research.Chicago: Rand McNally, 1968.
23.
OrcuttJames D. “The Impact of Student Activity on Attitudes Toward the Female Sex Role,” Social Forces, 54 (December 1975).
24.
PeckEllen. “Advertisers Unite! Strike a Blow Against Motherhood,” Advertising Age, 43 (January 24, 1972).
25.
SextonDonald E. and HabermanPhyliss. “Women in Magazine Advertisements,” Journal of Advertising Research, 14 (April 1974).
26.
SiegelS.Nonparametric Statistics.New York: McGraw-Hill Book Co., 1956.
27.
VenkatesanM. and LoscoJ.. “Women in Magazine Ads 1959–71,” Journal of Advertising Research, 15 (October 1975).
28.
“Vulgar Sex Ads Demean All, Insult Consumer, Panel Finds,” Advertising Age, 46 (March 25, 1975).
29.
WagnerLouis C. and BanosJanis B.. “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.
30.
WeissE. B. “New Life Styles of 1975–1980 Will Throw Switch on Admen,” Advertising Age, 43 (May 15, 1972).
