Abstract
That women are still stereotyped despite the continuing activism of the women's liberation movement is clearly demonstrated in the following study of a sample of early 1971 network TV ads. Focusing on the advertising viewed in millions of homes during prime‐time, the authors conclude that women are most often seen as decorative (sex objects) or useful (housewives and mothers), but hardly ever as professionals or working wives. Dr. Dominick is an assistant professor in the Department of Communication Arts and Sciences of Queens University while Miss Rauch is a recent graduate of that department.
Keywords
Prime timeThe artsSample (material)AdvertisingPsychologyMedia studiesSociologyVisual artsArt
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Publication Info
- Year
- 1972
- Type
- article
- Volume
- 16
- Issue
- 3
- Pages
- 259-265
- Citations
- 207
- Access
- Closed
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Cite This
Joseph R. Dominick,
Gail E. Rauch
(1972).
The image of women in network TV commercials.
Journal of Broadcasting
, 16
(3)
, 259-265.
https://doi.org/10.1080/08838157209386349
Identifiers
- DOI
- 10.1080/08838157209386349