The Female Role in Advertisements: Some Experimental Evidence

This is the authors' abstract. We don't add key points for this paper.

conducted on this issue and, for the most part, study findings have been disparaging of advertising.' In particular, advertising has been criticized for presenting women as simple-minded, noncareer oriented, and male-dependent. Essentially, say the critics, advertising perpetuates archaic and distorted sex role stereotypes.2 While controversy over the occupational and social roles portrayed by women in advertisements continues to simmer, there is a second, related phenomenon which may possess even more long run significance both for marketing managers and society in general. This is the trend toward increasing eroticism and nudity in advertisements.