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Trends in Sex Roles in Television Commercials
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1979
Year
Gendered PerceptionTelevision CommercialsSocial SciencesMedia StudiesSexual CommunicationGender IdentityGender StudiesTelevision StudyCommercial SexTv CommercialsGendered ContextSexual BehaviorAdvertisingFeminist TheoryTelevisionU.s. PopulationGender DivideArtsGender Roles
This study reports trends in role portrayals of male and female characters in television commercials between 1971 and 1976. Several comparisons are made between portrayals in TV commercials and roles in U.S. population. The authors conclude that marketers and society have begun to accept the changing role of women.