A Comparative Analysis of the Roles Portrayed by Women in Print Advertisements: 1958, 1970, 1972

Ahmed Belkaoui · Janice M. Belkaoui

238 citations0/0 files storedJournal of Marketing Research

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Media, Gender, and Advertising Gender and Feminist Studies American History and Culture

Abstract

A content analysis on the portrayal of women in print advertisements is reported. A comparison with 1970 and 1972 studies suggests that advertisements have not kept up with the times in portraying women in the wide variety of roles they play in today's world.

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1962The Effects of Mass Communication

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