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- Title
Perceived Attributes of Models in Prime-Time and Daytime Television Commercials: A Person Perception Approach.
- Authors
Sharits, Dean; Lammers, H. Bruce
- Abstract
In four sessions over a two-week time period, 32 women and 32 men viewed 128 randomly selected prime-time and daytime television commercials from early 1980. In an adaptation of Schneider's person perception approach, the viewers rated the models on a set of 13 social psychological attributes which were subsequently factor analyzed into three factors: responsible-mature, social image-status, and independence. Perceptions of male and female models differed as a function of time of airing and product, but not as a function of the viewer's sex. Overall, women were not portrayed in a more negative way than men are portrayed in today's (1980) television commercials.
- Subjects
SOCIAL perception testing; WOMEN in advertising; MEN in advertising; TELEVISION advertising; SOCIAL perception; BROADCAST advertising; TELEVISION broadcasting research; MARKETING research; SOCIAL psychology research; GENDER differences (Psychology); GENDER role on television; WOMEN on television
- Publication
Journal of Marketing Research (JMR), 1983, Vol 20, Issue 1, p64
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3151413