Abstract:

This paper investigates the way that women respond to female images in advertising for fashion and beauty products. It sets out to analyse the kinds of portrayal of women which were most liked and therefore, by implication, which are probably the most motivating and persuasive. The study took as its starting point earlier work which suggests that women are more persuaded by advertising which shows them in a modern, multi-faced role rather than in that of the traditional chore burdened housewife.