Sex role messages in television commercials: an update

Aims to determine if there have been any changes in the portrayal of sex roles on television commercials in the past 10 years. Explores the extent to which (1) male voice-overs are used, (2) women are shown primarily as product representatives for domestic products and men for nondomestic items, (3)...

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Bibliographic Details
Published in:	Sex roles Vol. 21; no. Dec 89; pp. 715 - 724
Main Author:	Lovdal, L T
Format:	Journal Article
Language:	English
Published:	01-12-1989
Subjects:	Advertising Gender roles Portrayal Television programmes
Online Access:	Get full text
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Summary:	Aims to determine if there have been any changes in the portrayal of sex roles on television commercials in the past 10 years. Explores the extent to which (1) male voice-overs are used, (2) women are shown primarily as product representatives for domestic products and men for nondomestic items, (3) females are product representatives in the home setting and males in out-of-the-home settings, and (4) women are shown in more professional roles. (JLN)
Bibliography:	ObjectType-Article-1 SourceType-Scholarly Journals-1 content type line 23 ObjectType-Feature-2
ISSN:	0360-0025