ERIC Number: ED205977
Record Type: RIE
Publication Date: 1981-Aug
Advertising and Women's Changing Work Roles.
Rutz, Linda Robinson
A study was conducted to determine how well the advertising industry portrays the changing work roles of women. Four advertising executives were interviewed to find out their feelings about the changes in women's work roles and what action they were taking to adapt advertising to these changes, while 11 women were interviewed with similar questions. The results of these two studies were used to construct a questionnaire that was given to 39 working and nonworking women. The results of the questionnaire indicated that while advertisers are content to address the women's advertising market in two groupings, working and nonworking, the breakdown is more complex. The women in the study saw themselves as being not necessarily in one role or the other, but in a combination of roles. The women who had worked but were temporarily home with families still considered themselves working women. The subjects felt that advertising did not portray women in roles similar to their own: nonworking women thought advertising portrayed women as working, while working women felt advertising portrayed women as nonworking. Regardless of how women were portrayed, the women in the study were generally dissatisfied with advertising. The results suggest that advertisers' perceptions of what is normative for women are based on demographic assumptions, when they should be addressing women's changing perceptions of themselves and how these perceptions affect their behavior in the marketplace. (HTH)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (64th, East Lansing, MI, August 8-11, 1981).