search query: @indexterm women / total: 431
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| Author: | Leigh, T. W. Rethans, A. J. Reichenbach Whitney, T. |
| Title: | Role portrayals of women in advertising : cognitive responses and advertising effectiveness. |
| Journal: | Journal of Advertising Research
1987 : OCT-NOV, VOL. 27:5, p. 54-63 |
| Index terms: | ADVERTISING EFFECTIVENESS WOMEN ROLES CONSUMER ATTITUDES |
| Language: | eng |
| Abstract: | This study was designed to examine the effects of women's role portrayals on advertising effectiveness by exploring how both traditional and modern women respond to such commercials. |
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