TY  - JOUR
AB  - 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.
VL  - 8
IS  - 1
SN  - 0736-3761
DO  - 10.1108/07363769110034901
UR  - https://doi.org/10.1108/07363769110034901
AU  - Ford John B.
AU  - LaTour Michael S.
AU  - Lundstrom William J.
PY  - 1991
Y1  - 1991/01/01
TI  - Contemporary women′s evaluation of female role portrayals in advertising
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 15
EP  - 28
Y2  - 2024/05/05
ER  -