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ERIC Number: EJ302186
Record Type: CIJE
Publication Date: 1984
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
TV Commercials as Achievement Scripts for Women.
Geis, F. L.; And Others
Sex Roles, v10 n7-8 p513-25 Apr 1984
Women who viewed four current, sex-stereotyped commercials emphasized homemaking over other achievement concerns in imagining their lives 10 years hence. Women who saw same commercials with sex roles reversed put significantly greater emphasis on their own achievement aspirations. Their more equal weighting of home and career matched men's. (CMG)
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A