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Ladies on the label: A meta-analysis...

Spears, Valerie L.

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Ladies on the label: A meta-analysis of stereotypes in advertising .

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Ladies on the label: A meta-analysis of stereotypes in advertising ./
作者:	Spears, Valerie L.
面頁冊數:	90 p.
附註:	Adviser: Corley Dennison.
Contained By:	Masters Abstracts International46-02.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1448558
ISBN:	9780549249641

Ladies on the label: A meta-analysis of stereotypes in advertising .
Spears, Valerie L.

Ladies on the label: A meta-analysis of stereotypes in advertising . - 90 p.

Adviser: Corley Dennison.

Thesis (M.A.)--Marshall University, 2007.

This thesis explores the origins of modern-day racism and sexism by combining a meta-analysis with an in-depth historical examination of the Aunt Jemima and Betty Crocker campaigns. The ten studies used in the meta-analysis were selected and analyzed based on criteria developed from the research question and literature review. The researcher made three major conclusions based on the meta-analysis results: (1) It is not only important that minorities are shown in media images, but how they are shown; (2) stereotypes can sometimes mold viewpoints about the stereotyped member(s) of society; and (3) the consumer psyche provides further evidence that viewing stereotypes affects viewpoints. When comparing the meta-analysis results to the Aunt Jemima and Betty Crocker campaigns, the researcher found that the icons and their histories parallel America's historic perpetuation of racist and sexist issues.

ISBN: 9780549249641Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Ladies on the label: A meta-analysis of stereotypes in advertising .
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