Sex Role Portrayals in Advertising

Comparing Society’s Awareness of Women: Media-Portrayed Idealized Images and Physical Attractiveness

“…Lundstrom and Sciglimpaglia (1977) find that female consumers believe there is a close relationship between sex appeal and feminine roles, both visually and verbally, and have negative reactions to advertising in which females are shown as being attached to males, believing that female social status has not been respected in such depictions, and too much materialization, sexualization, and selfobjectification have been portrayed (Zurbriggen et al, 2007). Within the context of active feminist movements and the rise of social consciousness already mentioned, Sharits and Lammers (1983) suggest that the depiction of female roles should be more positive, especially in terms of portraying women as mature, attractive, humorous, and modern.…”

The Perception of Viewers on Female Role Portrayals in Malaysian Television Advertisements

“…The questionnaire was based on a study done by Lundstrom and Sciglimpaglia (1977), with a few additional questions. The questionnaire contained a series of statements dealing with advertising role portrayals of women and men.…”

Attitudes of the Elderly Toward their Portrayal in Advertisements

“…Nine statements dealt with the attitudes toward advertising in general and fifteen concerned various aspects of the portrayal of the aged in advertising and its influence on buyer behavior. Attitudinal statements employed in this study were adapted from similar studies (Lundstrom and Sciglimpaglia 1977;Sciglimpaglia, Lundstrom, and Vanier 1979) which examined women's attitudes toward advertising and role portrayals.…”