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This study is designed to examine comparative advertising as a viable advertising strategy in today's competitive business environment. Frequency and use of comparisons by the selected key industries and advertising agencies are investigated. Analysis is conducted to determine similarities and differences between firms who elect or avoid comparative advertising. Based on an analysis of the findings, certain conclusions are presented. The industry leader is not likely to use comparative advertising in most industries. Firms that are fourth or smaller in market share are most likely to use comparisons. However, the smallest firms, in terms of dollar sales volume, are least likely to use comparative advertising.

This study investigated the portrayal of men's and women's occupational roles and settings in magazine advertising from 1958-1988. A review of the literature revealed there was a need to update investigations focusing on women's working/nonworking roles. Moreover, there was a gap in the literature investigating the portrayal of men's roles. A content analysis of 240 randomly selected advertisements indicated there were no significant changes in the portrayal of occupational roles. However, the data suggest that the settings in which women were depicted changed more than the settings for men. The majority of the ads showed women in outside/recreational and no settings. Moreover, women were pictured in more varied settings than men including nontraditional portrayals. Although there was a slight increase in the portrayal of women in working roles, the increment was diminished in its significance by the high level of decorative role portrayals. According to past researchers, such a neutral portrayal may be a means of offending fewer consumers and avoiding making judgments about sex roles altogether.

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One aspect of the role of advertising in the process of maintaining and reinforcing or challenging the socially constructed worlds of maleness and femaleness, and especially the portrayal of the "woman's place," was explored in this study.

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Access to abstract permanently restricted to Ball State community only. / Establishing the research issue -- Methodology -- Literature review -- The era of James Walter Thompson, 1870-1900 -- A new century, a progressive era : 1901-1916 -- The selling problem, 1917-1925 -- Summary, conclusions, implications. / Access to this thesis permanently restricted to Ball State community only. / Department of English