The portrayal of women in advertising: An overlooked area of societal marketing |
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| Authors: | Stephen W. Brown D.B.A. Adel I. El-Ansary Ph.D. Nancy Darsey Ph.D. |
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| Affiliation: | (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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