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Are Television Commercials Still Achievement Scripts for Women?

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Title: Are Television Commercials Still Achievement Scripts for Women?
Language: English
Authors: Yoder, Janice D., Christopher, Jessica, Holmes, Jeffrey D.
Source: Psychology of Women Quarterly. Sep 2008 32(3):303-311.
Availability: Blackwell Publishing. 350 Main Street, Malden, MA 02148. Tel: 800-835-6770; Tel: 781-388-8599; Fax: 781-388-8232; e-mail: customerservices@blackwellpublishing.com; Web site: http://www.blackwellpublishing.com/jnl_default.asp
Peer Reviewed: Y
Physical Description: PDF
Page Count: 9
Publication Date: 2008
Document Type: Journal Articles
Reports - Research
Education Level: Higher Education
Postsecondary Education
Descriptors: Scripts, Television Commercials, Females, Gender Discrimination, Gender Differences, Gender Bias, Television, Males, Content Analysis, Mass Media Effects, College Students, Aspiration, Achievement, Self Concept, Social Attitudes, Social Environment
DOI: 10.1111/j.1471-6402.2008.00438.x
ISSN: 0361-6843
Abstract: Content analyses of television advertising document the ubiquity of traditional images of women, yet few studies have explored their impact. One noteworthy exception is the experiment by Geis, Brown, Jennings, and Porter (1984). These researchers found that the achievement aspirations of controls and women exposed to traditional images were lower than those of both women who viewed nontraditional replicas and men, leading to the conclusion that women's aspirations were muted by sexist advertising. An updated extension and modification of their study with 185 college women and 96 men did not find an interaction between gender and ad exposure, suggesting some changes over time in women's aspirations, as well as in the content and impact of commercials. Although women's achievement scripts now appear more similar to men's, as well as more resistant to sexist exposure, there are signs in the present data and related research that women's aspirations are not fully impervious to sexism in the media.
Abstractor: As Provided
Number of References: 35
Entry Date: 2008
Accession Number: EJ806139
Database: ERIC
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  Data: Blackwell Publishing. 350 Main Street, Malden, MA 02148. Tel: 800-835-6770; Tel: 781-388-8599; Fax: 781-388-8232; e-mail: customerservices@blackwellpublishing.com; Web site: http://www.blackwellpublishing.com/jnl_default.asp
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  Data: 10.1111/j.1471-6402.2008.00438.x
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  Data: Content analyses of television advertising document the ubiquity of traditional images of women, yet few studies have explored their impact. One noteworthy exception is the experiment by Geis, Brown, Jennings, and Porter (1984). These researchers found that the achievement aspirations of controls and women exposed to traditional images were lower than those of both women who viewed nontraditional replicas and men, leading to the conclusion that women's aspirations were muted by sexist advertising. An updated extension and modification of their study with 185 college women and 96 men did not find an interaction between gender and ad exposure, suggesting some changes over time in women's aspirations, as well as in the content and impact of commercials. Although women's achievement scripts now appear more similar to men's, as well as more resistant to sexist exposure, there are signs in the present data and related research that women's aspirations are not fully impervious to sexism in the media.
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      – Text: English
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      – SubjectFull: Scripts
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      – SubjectFull: Television Commercials
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      – SubjectFull: Females
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      – SubjectFull: Content Analysis
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      – SubjectFull: Social Attitudes
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