In this study, sex role portrayals were manipulated in
an advertisement created for the study. The roles used
were professional and housewife. One hundred one
respondents chosen from several southwest towns were
exposed to either the professional version of the ad or
the housewife version, and were asked to evaluate the
ad on a semantic differential scale. One of the items in
the scale was an evaluation of the role of the individual
in the ad, and was used in a manipulation check. The
result of the ad evaluations indicated significantly higher
scores for the professional version of the ad than for the
housewife version.
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