@article{belkaoui_comparative_1976, title = {A {Comparative} {Analysis} of the {Roles} {Portrayed} by {Women} in {Print} {Advertisements}: 1958, 1970, 1972}, volume = {13}, issn = {0022-2437}, shorttitle = {A {Comparative} {Analysis} of the {Roles} {Portrayed} by {Women} in {Print} {Advertisements}}, url = {https://doi.org/10.1177/002224377601300207}, doi = {10.1177/002224377601300207}, abstract = {A content analysis on the portrayal of women in print advertisements is reported. A comparison with 1970 and 1972 studies suggests that advertisements have not kept up with the times in portraying women in the wide variety of roles they play in today's world.}, language = {en}, number = {2}, urldate = {2021-05-30}, journal = {Journal of Marketing Research}, author = {Belkaoui, Ahmed and Belkaoui, Janice M.}, month = may, year = {1976}, keywords = {Business History and gender}, pages = {168--172}, }