Contemporary women′s evaluation of female role portrayals in advertising

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.