Content analysis is used to evaluate portrayals of women and men in United States magazine advertisements over a 50-year period, 1950 through 2000. We examine 7,912 portrayals of people in 3,212 advertisements from the time period and analyze changes in those advertisements relative to transitions in feminism and cultural trends. Magazines from representative categories provided the sample data. Over the period studied, magazine advertising showed a trend toward objective role portrayals of women fairly equal to men. This trend perhaps resulted from feminist's positioning women in the public as well as the private sphere. Women were still subordinated to men in more subtle aspects of advertisements, measured by Goffman's (1979) cultural positioning framework. Sexual exploitation of both sexes was noticed.

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ABSTRACT. Data from 2 national surveys were eY-mlned to determine whether the components of social status (education, income, occupation) as separate individual factors could explain more variance than social status composites (Coleman, Hollingshead, Census). In general the evidence implies that the components are better predictors than the composite score, and that in the majority of cases only the raw education and income information is required for prediction.Although the worth of social class as a concept and its usefulness for understanding and predicting consumer behavior has frequently been questioned (Rich and Jain, 1968;Slocum and Mathews, 1970;Myers and Mount, 1973;Shimp and Yokum, 1980;Dominquez and Page, 1981), it is still a popular concept in consumer behavior, as evidenced by its inclusion in consumer behavior texts and its use as an explanatory variable in marketing research. More recent articles by Coleman (1983), Hendon (1988), andDickson and MacLachlan (1990) have reaffirmed the value of social class for consumer behavior.

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