91
Views
2
CrossRef citations to date
0
Altmetric
Original Articles

Measuring Female Role Portrayals in Asian Advertising

Taxonomy and Comparative Study Between Japan and Taiwan

Pages 91-116 | Received 10 Sep 1999, Accepted 25 Sep 2000, Published online: 16 Jan 2009

References

  • Baker , M. J. and Churchill , G. A. 1977 . The impact of physically attractive models on advertising evaluations . Journal of Marketing Research , November : 538 – 555 .
  • Baggozi , R. P. and Yi , Y. 1988 . On the evaluation of structure equation models . Academy Marketing Science , 16 : 76 – 94 .
  • Belkaoui , A. B. and Belkaoui , J. M. 1976 . A comparative analysis of the roles portrayed by women in print advertisement: 1958 1970, and 1972 . Journal of Marketing Research , 13 May : 168 – 172 .
  • Belch , M. A. , Holgerson , B. E. , Belch , G. E. and Koppman , J. 1981 . Psycho-physiological and cognitive response to sex in advertising . Advances in Consumer Research , 9 : 424 – 427 .
  • Berelson , B. and Steiner , G. A. 1966 . Human Behavior: An Inventory of Scientific Findings , 314 New York : Harcourt, Brace .
  • Bollen , K. 1989 . Structural Equations With Latent Variables , New York : John Wiley and Sons. .
  • Buchanan , L. and Reid , L. N. 1977 . “ Women roles in advertising messages as stimulus cues: A preliminary investigation. ” . In Sharing For Understanding , Edited by: Miracle , G. E. 99 – 104 . East Lansing, MI : American Academy of Advertising .
  • Burnett , J. , Amason , R. and Hunt , S. 1981 . Feminism: Implications for department store strategy and salesclerk behavior . Journal of Retailing , 57 ( 4 ) : 71 – 85 .
  • Chen , Cheng-Nan , Lai , Mengkuan and Tarn , David D. C. 1997 . Feminism orientation, product attributes and husband-wife relative influence on family purchase decision: An empirical study in Taiwan . Pan-Pacific Management Review , 1 : 99 – 111 .
  • Courtney , A. E. and Lockeretz , S. W. 1971 . A women's place: An analysis of the roles portrayed by women in magazine advertisements . Journal of Marketing Research , 8 February : 94 – 95 .
  • Cully , J. D. and Bunnet , R. 1976 . Selling women, selling blacks . Journal of Communication , 24 Autumn : 160
  • Dominick , J. R. and Rauch , G. E. 1972 . The image of women in network TV commercials . Journal of Broadcasting , 16 : 259 – 265 .
  • Duffy , E. 1972 . “ Activation. ” . In Handbook of Pyschophysiology , Edited by: Norman , Freenfield S. and Richard , Sternmach C. 557 – 622 . New York : Holt, Rinehart and Winston .
  • Ferguson , J. H. and Kreshel , P. J. 1990 . In the pages of Ms.: Sex role portrayals of women in advertising . Journal of Advertising , 19 ( 1 ) : 40 – 51 .
  • Fischer , E. and Arnott , S. J. 1990 . More than a labor of love: Gender roles and Christmas gift shopping . Journal of Consumer Research , 17 December : 333 – 345 .
  • Fischer , E. and Arnott , S. J. 1994 . Sex, gender identity, gender role attitudes, and consumer behavior . Psychology and Marketing , 11 ( 2 ) : 163 – 182 .
  • Ford , J. B. , LaTour , M. S. and Lundstrom , W. J. 1991 . Contemporary women's evaluation of female role portrayals in advertising . The Journal of Consumer Marketing , 8 ( 1 ) : 15 – 28 .
  • Ford , J. B. , LaTour , M. S. , Honeycutt , E. D. and Joseph , M. 1994a, May . Female sex role portrayals in international advertising: Should Advertisers standardized in the Pacific Rim? . American Business Review , 12 : 1 – 8 .
  • Ford , J. B. , LaTour , M. S. , Honeycutt , E. D. and Voli , Kramer P. 1994b, December . Perception of sex role portrayals in advertising: A comparison of business students in the United States, Japan, Thailand and New Zealand . Asian Journal of Marketing , : 21 – 36 .
  • Eagly , A. and Caril , L. 1981 . Sex researchers and sex-typed communications as determinants of sex differences in influenceability: A meta-analysis of social influence studies . Psychological Bulletin , 90 : 1 – 20 .
  • Engel , J. F. , Blackwell , R. D. and Miniard , P. W. 1990 . Consumer Behavior , Fort Worth, TX : Dryden Press. .
  • Gilly , M. C. 1988 . Sex roles in Advertising: A comparison of television advertisement in Australia, Mexico, and the United States . Journal of Marketing , 52 April : 75 – 85 .
  • Green , R. T. and Cunningham , I. C. M. 1980 . Family purchasing roles in two countries . Journal of International Business Studies , Spring-Summer : 92 – 97 .
  • Hall , J. 1978 . Gender effects in decoding non-verbal cues . Psychological Bulletin , 85 : 845 – 875 .
  • Heslop , L. , Newman , J. and Gauthier , S. 1989 . Reactions of women to the portrayal of women in magazine ads . Canadian Journal of Administrative Science , 6 ( 2 ) : 9 – 17 .
  • Hofsted , G. 1980 . Culture's Consequences: International Differences in Working-Related Values , Beverly Hills, CA : Sage Publications. .
  • Holbrook , M. B. and Hirshman , E. C. 1982 . The experimental aspect of consumption, consumer fantasies: Feelings and fun . Journal of Consumer Research , 9 September : 132 – 140 .
  • Jaffe , L. J. 1991 . Impact of positioning and sex-role identity on women's responses to advertising . Journal of Advertising Research , 31 June-July : 57 – 64 .
  • Jaffe , L. J. and Berger , P. D. 1994 . The effect of modern female sex role portrayals on advertising effectiveness . Journal of Advertising Research , 34 July-August : 32 – 42 .
  • Jaffe , L. J. , Jamiesin , L. D. and Berger , P. D. 1992 . Impact of comprehension, positioning, and segmentation on advertising response . Journal of Advertising Research , 32 ( 3 ) : 24 – 33 .
  • Jöreskog , K. G. and Sörbom , D. 1989 . LISREL 7 User' s Reference Guide , 1st ed. , Lincolnwood, IL : Scientific Software. .
  • Kelly , P. , Solomon , P. and Burke , M. Male and female responses to women's role in advertising, in sharing for understanding. Proceedings of Annual Conference of the American Academy of Advertising .
  • Kerin , R. A. , Lundstrum , W. J. and Sciglimpaglia , D. 1979 . Women in advertisements: Retrospect and prospect . Journal of Advertising , 8 Summer : 37 – 42 .
  • Kilbourne , F. N. 1987 . Still Killing Us Softly , Cambridge, MA : Cambridge Documentary Films. .
  • La Tour , M. S. 1990 . Female nudity in print advertising: An analysis of gender differences in arousal and ad response . Psychology and Marketing , 7 March : 65 – 81 .
  • La Tour , M. S. , Pitts , R. E. and Snook-Luther , D. C. 1990 . Female nudity, arousal and ad response: An experimental investigation . Journal of Advertising , 19 ( 4 ) : 51 – 62 .
  • Leigh , T. W. , Rethans , A. J. and Whitney , T. R. 1987 . Role portrayals of women in advertising: Cognitive responses and advertising effectiveness . Journal of Advertising Research , October-November : 54 – 63 .
  • Ludstrom , William J. and Sciglimpaglia , Donald . 1977 . Sex role portrayals in advertising . Journal of Marketing , 41 July : 72 – 79 .
  • Maccoby , E. and Jacklin , C. 1974 . The Psychology of Sex Differences , Stanford, CA : Stanford University Press. .
  • Makita , T. 2000 . Japanese attitude of sex and the role of the media: Analysis of a “fact-finding survey on sex.” . NHK Broadcasting Culture & Research , 13 Summer : 17 – 25 .
  • McAuthur , L. Z. and Resko , B. G. 1975 . The portrayal of men and women in American television commercials . Journal of Social Psychology , 97 December : 209 – 220 .
  • Meyers-Levy , J. 1988 . The influence of sex roles on judgment . Journal of Consumer Research , 14 ( 4 ) : 522 – 530 .
  • Meyers-Levy , J. 1989 . Priming effects on product judgment: A hemispheric interpretation . Journal of Consumer Research , 16 June : 76 – 86 .
  • Michell , P. C. N. and Taylor , W. 1989 . Polarising trends in female roles portrayals in U.K. advertising . European Journal of Marketing , 24 ( 5 ) : 41 – 50 .
  • Nunnally , J. C. 1978 . Psychometric Theory , New York : McGraw-Hill. .
  • Osmond , M. W. and Martin , P. Y. 1975 . Sex and sexism: A comparison of male and female sex role attitudes . Journal of Marriage and the Family , 37 February : 146 – 154 .
  • Peterson , R. A. and Kerin , R. A. 1977 . The female roles in advertisements: Some experimental evidence . Journal of Marketing , October : 59 – 63 .
  • Pingree , S. , Hawkins , R. P. , Butler , M. and Paisley , W. 1976 . A scale for sexism . Journal of Communication , Autumn : 193 – 200 .
  • Prakash , V. 1992 . Sex roles and advertising preferences . Journal of Advertising Research , 24 ( 5 ) : 41 – 50 .
  • Pyke , S. W. and Steward , J. C. 1974 . This column is about women: Women and television . Ontario Psychologist , 6 December : 66 – 69 .
  • Reidenbach , R. E. and McCleary , K. W. 1983 . Advertising and male nudity: An experimental investigation . Journal of the Academy of Marketing Science , 11 ( 4 ) : 444 – 454 .
  • Schneider , K. C. and Schneider , S. B. 1979 . Trends in sex roles in television commercials . Journal of Marketing , 43 Summer : 79 – 84 .
  • Sexton , D. and Haberman , P. 1974 . Women in magazine advertisements . Journal of Advertising Research , 14 August : 41 – 46 .
  • Silverstein , A. and Silverstein , R. 1974 . The portrayal of women in television advertising . Federal Communications Bar Journal , 27 ( 1 ) : 71 – 98 .
  • Singh , S. and Churchill , G. A. 1987 . Arousal and advertising effectiveness . Journal of Advertising , 16 ( 1 ) : 4 – 10 .
  • Soley , L. and Kurzbard , G. 1986 . Sex in Advertising: A comparison of 1964 and 1984 magazine advertisements . Journal of Advertising , 15 ( 3 ) : 46 – 64 .
  • Sullivan , G. L. and O'Connor , P. J. 1988 . The family purchase decision process: A cross-cultural review and framework for research . Southwest Journal of Business and Economics , 6 Fall : 43 – 63 .
  • Vankatesh , A. 1980 . Changing roles of women: A life style analysis . Journal of Consumer Research , 7 ( 2 ) : 189 – 197 .
  • Whipple , T. W. and Courtney , A. E. 1980 . How to portray women in TV commercials . Journal of Advertising Research , 20 ( 2 ) : 53 – 59 .
  • Whipple , T. W. and Courtney , A. E. 1985 . Female role portrayals in advertising and communication effectiveness: A review . Journal of Advertising , 14 ( 3 ) : 4 – 8 .
  • Wortzel , L. H. and Frisbie , J. M. 1974 . Women's role portrayal preferences in advertisements: An empirical study . Journal of Marketing , 38 October : 41 – 46 .
  • Zotos , Y. C. and Lysonski , S. 1994 . The case of Greek magazine advertisements . Journal of Euromarketing , 3 ( 2 ) : 27 – 47 .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.