| Title: | Perceived Attributes of Models in Prime-Time and Daytime Television Commercials: A Person Perception Approach; |
|---|---|
| Authors and Corporations: | , |
| In: | Journal of Marketing Research, 20, 1983, 1, p. 64-73 |
| published: |
American Marketing Association
|
| Media Type: | Article, E-Article |
| Physical Description: | 64-73 |
|---|---|
| ISSN: |
0022-2437
|
| published in: | Journal of Marketing Research |
| Language: | English |
| Collection: | sid-55-col-jstorbusiness sid-55-col-jstoras7 sid-55-col-jstorbusiness2archive JSTOR Business & Economics JSTOR Arts & Sciences VII Archive JSTOR Business II Archive |
<p>In four sessions over a two-week time period, 32 women and 32 men viewed 128 randomly selected prime-time and daytime television commercials from early 1980. In an adaptation of Schneider's person perception approach, the viewers rated the models on a set of 13 social psychological attributes which were subsequently factor analyzed into three factors: responsible-mature, social image-status, and independence. Perceptions of male and female models differed as a function of time of airing and product, but not as a function of the viewer's sex. Overall, women were not portrayed in a more negative way than men are portrayed in today's (1980) television commercials.</p> |