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ERIC Number: EJ468067
Record Type: Journal
Publication Date: 1993
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-0360-0025
EISSN: N/A
Appraising Gender Role Portrayals in TV Commercials.
Kolbe, Richard H.; Langefeld, Carl D.
Sex Roles: A Journal of Research, v28 n7-8 p393-417 Apr 1993
Examines gender role orientations of characters in prime time television advertisements through the Bem Sex-Role Inventory (BSRI) completed by 426 college students (43.2% females). Results confirm the appropriateness of the scale for self- and person-perception ratings. Uses of the BSRI in gender role research are discussed. (SLD)
Descriptors: Characterization, College Students, Females, Higher Education, Males, Merchandising, Psychometrics, Research Methodology, Self Evaluation (Individuals), Sex Differences, Sex Role, Sex Stereotypes, Television Commercials, Test Use
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Assessments and Surveys: Bem Sex Role Inventory
Grant or Contract Numbers: N/A