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Sex-Role Stereotypes of Women in Australian Magazine Advertising

Author

Listed:
  • Grahame R. Dowling

    (University of Newcastle. I would like to thank two anonymous referees of this journal for their helpful comments on an earlier draft of this paper.)

Abstract

Results of a survey of the sex-role stereotypes portrayed by women in Australian magazine advertising are presented so that a profile of the interface between women and print media advertising can be documented. With recourse to such actual survey findings advertisers, management, public policy makers, and social commentators are then in a better position to create informed opinions regarding the incidence and possible effects of using overt sexual suggestiveness to stimulate sales. What this survey does reveal is that overt sexuality is portrayed in only a limited number of advertisements and that these advertisements are mainly orientated to the sale of a specific range of products.

Suggested Citation

  • Grahame R. Dowling, 1978. "Sex-Role Stereotypes of Women in Australian Magazine Advertising," Australian Journal of Management, Australian School of Business, vol. 3(1), pages 65-77, April.
    • Handle: RePEc:sae:ausman:v:3:y:1978:i:1:p:65-77
    DOI: 10.1177/031289627800300105
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    References listed on IDEAS

    as
    1. Bass, Frank M & Pessemier, E A & Tigert, D J, 1969. "A Taxonomy of Magazine Readership Applied to Problems in Marketing Strategy and Media Selection," The Journal of Business, University of Chicago Press, vol. 42(3), pages 337-363, July.
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