Publications

Publication details [#41331]

Leigh, Thomas W., Arno J. Rethans and Tamata Reichenbach Whitney. 1987. Role portrayals of women in advertising: cognitive responses and advertising effectiveness. Journal of Advertising Research 27 (5) : 54–64.

Publication type

Article in journal

Publication language

English

Keywords

advertising | cognition | communicative efficiency | role expectation | women's language

Place, Publisher

Cambridge University Press

Annotation

This paper investigates the impact of women's role portrayals on efficiency of advertising by examining traditional and modern women's responses to advertising commercials.