The portrayal of women in advertising: An overlooked area of societal marketing |
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| Authors: | Stephen W Brown DBA Adel I El-Ansary PhD Nancy Darsey PhD |
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| Institution: | (1) Arizona State University, Arizona, USA;(2) The George Washington University, Washington, USA;(3) Lamar University, Beaumont, TZ, USA |
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| Abstract: | The changing life styles of the American woman necessitate attention from marketing practitioners and academicians. The scope
of this article is restricted to an examination of the portrayal of women in advertisements. Following a review of complaints
of women in advertising and a look at selected research studies, the article deduces that the phenomena of sex roles in advertising
has been inadequately investigated. Given this determination, the authors present a step-by-step framework for research on
the portrayal of the sexes in promotion. |
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