The image of women in network TV commercials

Joseph R. Dominick · Gail E. Rauch

206 citations0/0 files storedJournal of Broadcasting

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Media, Gender, and Advertising Gender and Feminist Studies Gender, Feminism, and Media

Abstract

That women are still stereotyped despite the continuing activism of the women's liberation movement is clearly demonstrated in the following study of a sample of early 1971 network TV ads. Focusing on the advertising viewed in millions of homes during prime‐time, the authors conclude that women are most often seen as decorative (sex objects) or useful (housewives and mothers), but hardly ever as professionals or working wives. Dr. Dominick is an assistant professor in the Department of Communication Arts and Sciences of Queens University while Miss Rauch is a recent graduate of that department.

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1990In the Pages of Ms.: Sex Role Portrayals of Women in Advertising 1977Sex Role Portrayals in Advertising 1982Television and adolescents' sex role stereotypes: A longitudinal study.2000Sex-Role Portrayals and the Gender of Nations 2003An Analysis of the Portrayal of Gender Roles in Turkish Television Advertisements 2016Gender-Role Portrayals in Television Advertising Across the Globe 1975Sex-role Research on the Mass Media 1979Trends in Sex Roles in Television Commercials

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