ERIC Number: ED145471
Record Type: RIE
Publication Date: 1976
Reference Count: 0
An Analysis of the Roles of Women and Men in Television Commercials.
Ingrassia, Barbara Combes; Matlin, Margaret W.
This paper reviews two studies, published in 1972 and in 1974, that dealt with women's roles in television advertising, and it reports on a study of men's and women's roles in 595 television commercials shown in the Rochester, New York, area during March 1974. Results are presented with regard to the sex of the voice-over announcer, the sex of the persons pictured in the commercial, and the types of products advertised by men and by women. Among the findings are that, although female voice-over announcers are in the minority, there has been an increase in the percentage of female voice-over announcers since the earlier two studies were conducted; women appear as product representatives as often as do men, but women in television commercials are most often portrayed in the roles of wife and mother, are frequently presented as rather stupid, and are limited with regard to their occupations and the physical areas they inhabit. (GW)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: N/A
Note: Study prepared at State University of New York at Geneseo