search query: @indexterm women / total: 431
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| Author: | Jaffe, L. Berger, P. |
| Title: | The effect of modern female sex role portrayals on advertising effectiveness |
| Journal: | Journal of Advertising Research
1994 : JUL/AUG, VOL. 34:4, p. 32-38 |
| Index terms: | ADVERTISING WOMEN IMAGE |
| Language: | eng |
| Abstract: | The rise in the number of working women has created a cultural shift in American society. Advertisers have responded to these changes by creating diverse modern images of women. One of the modern portrayals is the "superwoman image" in which a woman manages the demands of both job and home with little help from anyone. The other is the "egalitarian image" in which a working woman and her working husband share the household chores. In an experiment among 140 married adult women, we examine the effect of these modern female role portrayals on advertising effectiveness. Print ads for a food product are used |
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