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ERIC Number: EJ375752
Record Type: CIJE
Publication Date: 1988
Pages: N/A
Abstractor: N/A
Reference Count: 0
The Portrayal of Men and Women in U.S. Television Commercials: A Recent Content Analysis and Trends over 15 Years.
Bretl, Daniel J.; Cantor, Joanne
Sex Roles: A Journal of Research, v18 n9-10 p595-609 May 1988
Content analysis of American television commercials since 1971 reveals several differences between the portrayal of men and women, but many of the gaps seem to be narrowing. The findings are discussed in terms of the potential effects of exposure to stereotyped depictions on viewers' sex role attitudes. (Author/BJV)
Publication Type: Journal Articles; Reports - Research; Information Analyses
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A