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Polarising Trends in Female Role Portrayals in UK Advertising

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 May 1990

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Abstract

Female role portrayals are investigated for the late 1980s using British women′s magazines, replicating and updating earlier studies to provide trends from the mid‐1970s. The present study suggests that advertisers have become increasingly sensitive to the issue of stereotyping as they witness the clear economic and social evolution of women. The results indicate less stereotyping of women as “physical objects” and a trend towards using either “family” or “independent” cues.

Keywords

Citation

Michell, P.C.N. and Taylor, W. (1990), "Polarising Trends in Female Role Portrayals in UK Advertising", European Journal of Marketing, Vol. 24 No. 5, pp. 41-49. https://doi.org/10.1108/03090569010003482

Publisher

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MCB UP Ltd

Copyright © 1990, MCB UP Limited

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