TITLE

PERCEPTIONS OF ADULT BUSINESSPEOPLE REGARDING SEX ROLE PORTRAYALS IN SPECIFIC INDUSTRY ADVERTISING: A FOUR COUNTRY COMPARISON

AUTHOR(S)
Ford, John R.; Clarke III, Irvine
PUB. DATE
July 2001
SOURCE
AMA Winter Educators' Conference Proceedings;2001, Vol. 12, p45
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Proceeding
ABSTRACT
Research into the perceptions of men and women regarding their sex role portrayals in advertising has been an active focus for research efforts since the early 1970s. Until recently, most of the empirical research in this area has centered on the United States. One of the first major studies to raise the question of gender portrayal inequalities was that of Coortney and Lockeretz in 1971, which found that American advertisements did not depict men and women in an evenhanded manner. In fact, the authors found a heavy use of female stereotyping (i.e., the woman belonging in the home, women not being in a position to make important decisions, women being seen by men as "sex objects," and women being viewed as dependent upon men). A seminal response study by Lundstrom and Sciglimpaglia (1977) found that women were not happy about these portrayal disparities and were critical of the advertisers using ads seen as "offensive." Studies in the 1990s have indicated that women are still not happy with their portrayals in American advertisements fiord, LaTour, and Lundstrom 1991; Ford and LaTour 1996, 1993). Ortner (1974) suggested that the subordination of females to males may be a universal phenomenon. Studies by Sullivan and O'Connor (1988) and Green et al. (1983) developed a typology of international societal sex role development which extends from patriarchal societies (e.g., Thailand) to egalitarian socicties (e.g., Scandinavia). Based upon this typology it is reasonable, therefore, to assume that perceived role disparities exist cross-culturally. Ford et al. (1994a) attempted to demonstrate perceptual differences among adult women respondents from culturally-distinct cultures (New Zealand, the United States, and Thailand). This study found support for the proposed sex role typology. The authors found that mall intercept respondents from New Zealand were more critical of their role portrayals than those from the U.S., who were more critical than their counterparts...
ACCESSION #
10561661

 

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