ERIC Number: EJ257319
Record Type: CIJE
Publication Date: 1981-Dec
Reference Count: 0
Three Female Roles in Television Commercials.
Mamay, Patricia D.; Simpson, Richard L.
Sex Roles: A Journal of Research, v7 n12 p1223-32 Dec 1981
An evaluation of female roles as portrayed by TV commercials (1977) suggests a decline in the role of mother as moral socializer, a rise in self-indulgent consumer behavior in children and exaggerated generational and sex-role differentiation. (JCD)
Publication Type: Journal Articles; Reports - Research; Opinion Papers
Education Level: N/A
Authoring Institution: N/A