search query: @author Reese, N. A. / total: 1
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| Author: | Reese, N. A. Whipple, T. W. Courtney, A. E. |
| Title: | Is industrial advertising sexist? |
| Journal: | Industrial Marketing Management
1987 : NOV, VOL. 16:2, p. 231-240 |
| Index terms: | INDUSTRIAL ADVERTISING SEX |
| Language: | eng |
| Abstract: | A report is presented about an analysis of advertisements using portraits of women. Different views about sexists advertising are compared. Previous research is reviewed. The image of women in medical journal advertising is described. Studies examining the content of role portrayals in industrial advertising are surveyed. A new study was designed to provide a systematic analysis of advertising in trade journals. Research methodology is outlined. Descriptive statistics were computed for the number and proportion of role and task portrayals both men and women at three time periods. The incidence of sexist industrial advertising was found to be declining. |
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