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ERIC Number: ED188211
Record Type: Non-Journal
Publication Date: 1980-Aug
Pages: 37
Abstractor: N/A
Reference Count: N/A
From Pumps, Pearls, and Pleats to Pants, Briefcases, and Hardhats: Changes in the Portrayal of Women in Advertising and Fiction in "Ladies' Home Journal," 1960-62 to 1974-76.
Roberts, Nancy L.
A content analysis of issues of "Ladies' Home Journal" drawn from the early 1960s and from the mid-1970s was conducted to determine if fiction and advertising in the magazines had shown any response to the women's movement and if there was a difference between fiction and advertising in their response to that movement. A total of 12 issues of the magazine from the prefeminist movement period of 1960-62 (before the publication of Betty Friedan's "The Feminine Mystique") and 12 issues from the period 1974-76 (the period following the most active feminist movement stage) were analyzed. The analysis included 42 fiction stories and 381 advertisements from the first period and 19 fiction stories and 470 advertisements from the second period. The ads and stories were classified as either "domestic" or "nondomestic." The findings showed that while fiction appeared to remain consistently traditional in its portrayal of women in the two periods, advertising showed a measurable degree of change, with more nondomestic, active, nontraditional portrayals of women in the second period than in the first. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A