In:
Journal of Marketing, SAGE Publications, Vol. 43, No. 3 ( 1979-06), p. 79-84
Abstract:
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.
Type of Medium:
Online Resource
ISSN:
0022-2429
,
1547-7185
DOI:
10.1177/002224297904300308
Language:
English
Publisher:
SAGE Publications
Publication Date:
1979
detail.hit.zdb_id:
2052318-X
detail.hit.zdb_id:
218318-3
SSG:
3,2