The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
The Portrayal of Men and Women in American Television Commercials
Abstract
Summary The characteristics of adult male and female models in randomly selected television commercials were systematically coded, and several significant sex differences were discovered. More men than women are presented in television commercials, the basis for the credibility of those men and women who are presented differs as do their roles, their location, their arguments on behalf of a product, and the rewards they reap for using a product. These sex differences, which tend to portray women in a relatively unfavorable manner, are discussed in the context of research which suggests that peoples' sex-role behaviors and attitudes may be influenced by televised models.
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Citations
Cites
Attitudinal Effects of Mere Exposure
Zajonc, R. B. (1968) · Journal of Personality and Social Psychology · doi:10.1037/h0025848 · Cited by 6,745
Cited by
A meta-analysis of gender roles in advertising
Eisend, M. (2010) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-009-0181-x · Cited by 447
Gender stereotypes in advertising: a review of current research
Grau, S. L., & Zotos, Y. C. (2016) · International Journal of Advertising · doi:10.1080/02650487.2016.1203556 · Cited by 396
Gilly, M. C. (1988) · Journal of Marketing · doi:10.1177/002224298805200206 · Cited by 299
Face-ism: Five studies of sex differences in facial prominence.
Archer, D., Iritani, B., Kimes, D. D., & Barrios, M. (1983) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.45.4.725 · Cited by 257
Furnham, A., & Mak, T. (1999) · Sex Roles · doi:10.1023/a:1018826900972 · Cited by 238
Metadata
- Authors
- McArthur, L. Z., & Resko, B. G.
- Venue
- The Journal of Social Psychology
- Publisher
- Informa UK Limited
- Published
- 1975-12
- Volume
- 97
- Issue
- 2
- Pages
- 209-220
- ISSN
- 0022-4545 (ISSN-L)
- 1940-1183
- OpenAlex
- W2164686438
- Cited by
- 267
- References
- 1
- FWCI
- 0.90
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
