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Contemporary womens evaluation of female role portrayals in advertising

Contemporary womens evaluation of female role portrayals in advertising Uses an upscale female sample to extend previous research onwomens perceptions of their role portrayal in advertising media.Indicates that serious disenchantment with perceived portrayal of womenstill exists for this important group of consumers. Measures variousattitudinal, company image, and purchase intention responses in additionto salient demographic and role orientation variables. Discusses theimplications for advertisers using female models in theiradvertisements. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Contemporary womens evaluation of female role portrayals in advertising

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769110034901
Publisher site
See Article on Publisher Site

Abstract

Uses an upscale female sample to extend previous research onwomens perceptions of their role portrayal in advertising media.Indicates that serious disenchantment with perceived portrayal of womenstill exists for this important group of consumers. Measures variousattitudinal, company image, and purchase intention responses in additionto salient demographic and role orientation variables. Discusses theimplications for advertisers using female models in theiradvertisements.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jan 1, 1991

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