Literaturnachweis - Detailanzeige
| Autor/in | Hartman, John K. |
|---|---|
| Titel | Assessing Women in the Creative Department: What Creative Directors Think. |
| Quelle | (1988), (15 Seiten)
PDF als Volltext kostenfreie Datei |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Advertising; Creativity; Employed Women; Employer Attitudes; Equal Opportunities (Jobs); Females; Media Research; Professional Development; Sex Bias |
| Abstract | A study examined the status of women in the creative departments of advertising agencies. In November 1987, questionnaires were sent to the creative directors of the 196 member agencies of the Adcraft Club of Detroit (the largest advertising club in the nation). Sixty-four questionnaires were returned. Answers and comments from the directors surveyed tended to support the notion that women have either achieved parity with men or are moving toward that goal. The vast majority of respondents found no difference in the creativity level between men and women and no difference between men and women with regard to stimulation to creativity. While a majority of respondents said that women did not have greater opportunities to advance in the creative department compared to other departments in an advertising agency, one-third believed women had better opportunities in the creative department. Also, creative directors from smaller agencies were more likely to see women as easier than men to stimulate toward creativity, compared to creative directors at larger agencies who saw little or no difference. General comments about women in advertising tended to be positive, with some suggesting that parity had already been achieved in a business that depends on results and others suggesting that women had made great strides toward equality in recent years. (Six tables are included and eight references are attached.) (ARH) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
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