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Contemporary women′s evaluation of female role portrayals in advertising

John B. Ford (Assistant Professor of Marketing at Old Dominion University)
Michael S. LaTour (Assistant Professor of Marketing at Old Dominion University)
William J. Lundstrom (Professor of Marketing and Associate Dean of the College of Business and Public Administration at Old Dominion University)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 January 1991

Abstract

Uses an upscale female sample to extend previous research on women′s perceptions of their role portrayal in advertising media. Indicates that serious disenchantment with perceived portrayal of women still exists for this important group of consumers. Measures various attitudinal, company image, and purchase intention responses in addition to salient demographic and role orientation variables. Discusses the implications for advertisers using female models in their advertisements.

Keywords

Citation

Ford, J.B., LaTour, M.S. and Lundstrom, W.J. (1991), "Contemporary women′s evaluation of female role portrayals in advertising", Journal of Consumer Marketing, Vol. 8 No. 1, pp. 15-28. https://doi.org/10.1108/07363769110034901

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited