Kerin, Roger A.; Lundstrom, William J.; Sciglimpaglia, Donald
June 1979
Journal of Advertising;Summer79, Vol. 8 Issue 3, p37
Academic Journal
This article provides a comprehensive review of research and commentary on the use and reaction to women in advertisements in the last decade for the purpose of projecting future trends. Specifically, trends in sex-role differentiation and sex in advertising are examined and discussed. The authors conclude that the 1980's will exhibit a larger proportion of advertisements featuring women in work-related settings in parity occupations with men. Sex in advertising is expected to become more explicit. However, use of women as sex objects will decline.


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