Women in Advertisements: Retrospect and Prospect
- 1 October 1979
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 8 (3), 37-42
- https://doi.org/10.1080/00913367.1979.10673287
Abstract
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.Keywords
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