Fennell, G., & Weber, S. (1984). Avoiding Sex Role Stereotypes in Advertising: What Questions Should We Ask?. ACR North American Advances.

Advertisers want to avoid offending potential customers yet lack a tool to help identify possibly controversial elements during the course of advertising development. This paper describes initial work on such a tool and discusses conceptual issues that remain to be addressed. The implications of these issues are broad and relate to any attempt to describe the way women — or men — are portrayed in advertising.