ERIC Number: ED220780
Record Type: RIE
Publication Date: 1981-Apr
Perception of Women in Magazine Advertising.
Rossi, Susan R.; Rossi, Joseph S.
Advertising research has indicated that a high degree of sexism toward women occurs in magazine and television advertising. However, the design of such marketing studies is different from the designs typically used in most psychological research. An experimental approach was used for a study in which 137 college students rated 10 control and 10 "sexist" target magazine advertisements for appeal and perceived sexism and completed the Attitudes toward Women Scale (AWS). Females found target ads to be more sexist than males, although both sexes rated target ads as much more sexist than control ads. There were no sex differences in ratings of the appeal of control ads. Females rated target ads as less appealing than control ads. High sexism ratings of the target ads were associated with low appeal ratings. Additionally, females displayed more liberal attitudes on the AWS than did males. The findings suggest that social desirability factors may have influenced ratings on the AWS and sexism scale, but not the appeal ratings. (Author/JAC)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Eastern Psychological Association (52nd, New York, NY, April 22-25, 1981).