Cypriot Women's Role Portrayal Preferences in Advertisements

Christofidou, Egli-Stella (2006) Cypriot Women's Role Portrayal Preferences in Advertisements. [Dissertation (University of Nottingham only)] (Unpublished)

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The purpose of this study is to identify Cypriot Women's role portrayal preferences in print advertisements and examine whether traditional women have different preferences than non-traditional women.

An empirical study was conducted, on the basis of Wortzel and Frisbie study (1974). Participants (women) had to construct advertisements from portfolios containing pictures of different products and women occupying different roles. This step was followed by a further step in which participants completed an attitudinal test designed to categorize them as favourably or negatively concerned toward feminism.

The results of the analysis indicate that Cypriot women tend to select role portrayals on the basis of product function, rather than on the basis of their ideology.

Item Type: Dissertation (University of Nottingham only)
Keywords: Gender in Advertising,role portrayals, women's role portrayal preferences
Depositing User: EP, Services
Date Deposited: 30 Nov 2006
Last Modified: 29 Dec 2017 00:54

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