Date of Defense

6-28-1991

Department

Marketing

First Advisor

Jay Lindquist, Marketing

Second Advisor

Dale Porter, History

Third Advisor

Joseph Belonax, Marketing

Abstract

Stereotypes allow people to handle large amounts of diversity among people in the world by categorizing them into homogenous groups to use when relating to others not like themselves. When negative stereotypes become a common classification, they can contribute to the oppression of the members of the group stereotyped. The connection between stereotypes and advertising is that advertising creates needs and defines new values. Advertising plays a vital role in perpetuating lifestyles, values, and stereotypes, which can become offensive. This paper is a literature review of works pertaining to sex roles, gender, and advertisements.

Access Setting

Honors Thesis-Campus Only

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