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- Title
Cognitive Accessibility of Sex Role Concepts and Attitudes Toward Political Participation: The Impact of Sexist Advertisements.
- Authors
Schwarz, Norbert; Wagner, Dirk; Bannert, Maria; Mathes, Lucia
- Abstract
Women who were exposed to advertisements that portrayed women in their traditional role as homemakers reported less favorable attitudes toward political participation than women who were not exposed to advertisements. Exposure to portrayals of women as sex objects, on the other hand, did not affect women's attitudes. In contrast, men reported less favorable attitudes toward political participation after exposure to advertisements that portrayed women as sex objects, but were not affected by portrayals of women as homemakers. Implications for the influence of sex roles on political participation and the impact of sexist advertisements are discussed.
- Subjects
GENDER role; WOMEN in advertising; ADVERTISING campaigns; POLITICAL participation; WOMEN in politics; SOCIAL conditions of women; SEXISM in mass media; GENDER differences (Psychology); HOMEMAKERS
- Publication
Sex Roles, 1987, Vol 17, Issue 9-10, p593
- ISSN
0360-0025
- Publication type
Article
- DOI
10.1007/BF00287738