IS INDUSTRIAL ADVERTISING STILL SEXIST - ITS IN THE EYE OF THE BEHOLDER

The topic of sexism in advertising has been dissected for more than 30 years in the consumer advertising arena. Yet, a relative dearth of kn owledge exists concerning perceived sexism in industrial advertising. More and more women are joining the professional ranks. Their percepti ons of gender role portrayals in industrial advertising is of high imp ortance to marketing strategists concerned with not only sales but pub lic image and public relations. This study provides empirical evidence concerning gender differences in perceptions on this important issue and discusses the crucial relevance of these findings to industrial ma rketing strategists. (C) 1998 Elsevier Science Inc.