The Effect of Modern Female Sex Role Portrayals on Advertising Effectiveness
Lynn J Jaffe and Paul D Berger
The rise in the number of working women has created a cultural shift in American society. Advertisers have responded to these changes by creating diverse modern images of women. One of the modern portrayals is the 'superwoman image' in which a woman manages the demands of both job and home with little help from anyone. The other is the 'egalitarian image' in which a working woman and her working husband share the household chores. In an experiment among 140 married...