Women in TV advertising: a comparison between the UK and France

Abstract

States that since the beginnings of the women’s movement, in the 1970s, increasing attention has been focused on the way women are portrayed in advertisements. Earlier studies concentrated on print advertisements, but as video recording became more accessible it was possible to analyse television commercials. These studies found that there was evidence of female sex‐role stereotyping in portraying domestic situations and employment. Studies in France found similar results to those in the USA and the UK. The study aims to compare the roles of women in television advertising in the UK and France and draw conclusions as to how French and UK advertisements differ in their portrayal of women.

Citation

Whitelock, J. and Jackson, D. (1997), "Women in TV advertising: a comparison between the UK and France", European Business Review, Vol. 97 No. 6, pp. 294-305. https://doi.org/10.1108/09555349710189996