ERIC Number: ED118107
Record Type: RIE
Publication Date: 1975-Sep
Image of Women in Advertisements: A Preliminary Study of Avenues for Change.
Butler-Paisley, Matilda, Ed.; And Others
The Center for Research on Women (CROW) at Stanford University along with the Communication Department, the Psychology Department, and the School of Education conducted a study on the image of women in advertising and suggested ways to improve women's image in the advertising media. With the objective of sponsoring some alternatives to expedite change, the project focused on how advertising agencies and advertisers interact and how they create images. The results of interviews and a literature search indicated that advertising agencies continued to respond to the profit motive rather than social needs. However, there seemed to be several ways of bringing about image change. These included: (1) having large organizations, such as National Organization of Women (NOW), approach major advertisers and advertising agencies with suggestions for change; (2) having stockholders demand a more accurate presentation of women; (3) having large organizations boycott products with particularly offensive advertisments; (4) encouraging acceptance of recommendations made by the National Advertising Relations Board (NARB); and (5) urging the Federal Trade Commission (FTC) to be sensitive to presentations of women in commercials. The study concluded that alternatives needed to be backed up by research data showing the image of women portrayed by the advertiser or agency. (HB)
Publication Type: Books
Education Level: N/A
Sponsor: Ford Foundation, New York, NY.
Authoring Institution: Stanford Univ., CA. Inst. for Communication Research.