Social and Behavioral Sciences Commons^™

Ladies On The Label: A Meta-Analysis Of Stereotypes In Advertising, Valerie L. Spears

Theses, Dissertations and Capstones

This thesis explores the origins of modern-day racism and sexism by combining a meta-analysis with an in-depth historical examination of the Aunt Jemima and Betty Crocker campaigns. The ten studies used in the meta-analysis were selected and analyzed based on criteria developed from the research question and literature review. The researcher made three major conclusions based on the meta-analysis results: 1) It is not only important that minorities are shown in media images, but how they are shown; 2) stereotypes can sometimes mold viewpoints about the stereotyped member(s) of society; and 3) the consumer psyche provides further evidence that viewing …