A Content Analysis of the Depiction of Women in Television Presidential Advertising from 1952 to 1976

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Description

From the television advertisements made by presidential candidates from 1952 to 1976, this study analyzed the 131 advertisements that contained women. The analysis used the following descriptors: Number of Women's Roles, Age, Occupation, Marital Status, Locale, Concerns, and Status Relative to the Candidate. The results indicate that women are most likely to be shown as physically present although not speaking, in the 18 to 30 age group, belonging to a non-business atmosphere yet outside the home, and of an unknown marital status, and will not be shown in the same frame as the candidate. Womens' images in these advertisements were ... continued below

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v, 98 leaves: ill.

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Payne, Beth A. (Beth Ann) December 1991.

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  • Payne, Beth A. (Beth Ann)

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Description

From the television advertisements made by presidential candidates from 1952 to 1976, this study analyzed the 131 advertisements that contained women. The analysis used the following descriptors: Number of Women's Roles, Age, Occupation, Marital Status, Locale, Concerns, and Status Relative to the Candidate. The results indicate that women are most likely to be shown as physically present although not speaking, in the 18 to 30 age group, belonging to a non-business atmosphere yet outside the home, and of an unknown marital status, and will not be shown in the same frame as the candidate. Womens' images in these advertisements were most commonly associated with issues involving the cost of living, taxes, pro-Nixon, and social security.

Physical Description

v, 98 leaves: ill.

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UNT Theses and Dissertations

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  • December 1991

Start & End Dates

  • 1952 - 1976

Added to The UNT Digital Library

  • March 9, 2015, 8:15 a.m.

Description Last Updated

  • Sept. 11, 2017, 3:37 p.m.

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Citations, Rights, Re-Use

Payne, Beth A. (Beth Ann). A Content Analysis of the Depiction of Women in Television Presidential Advertising from 1952 to 1976, thesis, December 1991; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc500385/: accessed October 18, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .