TY - JOUR
AU - Lammers, H. Bruce
AB - 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.
TI - Perceived Attributes of Models in Prime-Time and Daytime Television Commercials: A Person Perception Approach
JF - Journal of Marketing Research
DO - 10.1177/002224378302000108
DA - 1983-02-01
UR - https://www.deepdyve.com/lp/sage/perceived-attributes-of-models-in-prime-time-and-daytime-television-kr2r0LpxZl
SP - 64
EP - 73
VL - 20
IS - 1
DP - DeepDyve
ER -