milar to the first source, this academic journal shows that there is a raised issue associated with advertising. It questions whether it favourably mirrors a contemporary woman’s role or stereotypical role. The writer also indicates that the greatest frequently argued and researched topics show the use of women in advertising in partial role portrayals regarding to other people and products. This suggests how advertisements fail to portray strong role models for women. Kerin also states that “At least ten studies in the last decade have been reported which utilized content analysis of the portrayal of women’s roles in commercial advertising.
” (Kerin, 1979). Kerin then continues to state that “In 1971, Courtney and Lockeretz observed that only 9% of the women depicted in general audience magazine advertisements were portrayed in working roles, compared to 45% for men.” (Kerin, 1979). This highlights the stereotype of the traditional role of a woman of staying at home and raising a family whilst the male is the breadwinner. By this logic why would women need to be portrayed to be working if their role is the caregiver? This view however is becoming increasingly controversial as it is proposed as ‘old fashioned’ as more women than ever in the modern day are working.
This academic research then explores that, astonishingly, hardly any experimental evidence exists on the buyers of products being sold in response to the sexual appeal or terminologies used in advertising. It is also shown within the text that “A survey by R. H. Bruskin Associates noted in 1969 that about one-half of the respondents recalled seeing a great deal of sex in advertising and less than one-half said they were offended by sex in advertisements.” (Kerin, 1979). This highlights that even though there is an immense marketing advantages by sexualising women to retail certain products, the stigma of sexualisation is very much still prominent within some of the publics opinion. Women as sex objects in advertising is so common and expected, and seems to be just as prominent in magazines today as the pin-up girls of the forties.
This Journal then puts forward a point that one of the highest and most obvious mishandlings is portrayed within the manufacturing market, where women are and have been employed as calendar girls, attractions at trade shows and in not very well hidden sexual advertisements for trade parts and equipment. The key issues that Kerin is raising here is that much like nowadays, marketing tactics from the past realised rapidly that ‘sex sells’, which is then exploited in order to increase sales. Kerin relays the fact that not all sexism within the media is delicate as many women are aware of what they are involved in, and increase the chance of getting a career in media advertising. They claim that this increases their self-esteem thus suggesting that perhaps there is an advantage to such media attention. For some women, they do not see this as sexism but empowering women for their beauty and strength and in turn becoming financially independent.
Kerin then carries out this argument by indicating that “the idea of women as sex objects arises from the use of a woman as an attention getting stratagem when her presence adds little but decoration to the product being advertised.” (Kerin, 1979).