Cypriot Women's Role Portrayal Preferences in Advertisements
ABSTRACT 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 st...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2006
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| Online Access: | https://eprints.nottingham.ac.uk/20431/ |
| Summary: | ABSTRACT
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. |
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