Sex role messages in television commercials : an update

Research to determine whether there have been any changes in the stereotypical portrayal of sex roles in TV commericals in the past ten years is discussed. Results indicate that conventional sex role stereotypes in TV commercials still persist in 1988.

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Bibliographic Details
Published in:	Sex roles Vol. 21; no. 11-12; pp. 715 - 724
Main Author:	LOVDAL, L. T
Format:	Journal Article
Language:	English
Published:	New York, NY Springer 01-12-1989 Plenum Pub. Corp Springer Nature B.V
Subjects:	Advertising Behavior. Attitude Biological and medical sciences Fundamental and applied biological sciences. Psychology Psychology. Psychoanalysis. Psychiatry Psychology. Psychophysiology Sex Roles Sexes Social psychology Social research Stereotypes Television Human Television Attitude Stereotype Behavior Long term Advertising Communication Gender role
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Description
Summary:	Research to determine whether there have been any changes in the stereotypical portrayal of sex roles in TV commericals in the past ten years is discussed. Results indicate that conventional sex role stereotypes in TV commercials still persist in 1988.
Bibliography:	ObjectType-Article-1 SourceType-Scholarly Journals-1 ObjectType-Feature-2 content type line 23
ISSN:	0360-0025 1573-2762
DOI:	10.1007/BF00289804