Televised Consumption: Women, Advertisers and the Early Daytime Television Industry

Inger Stole

Research output: Contribution to journalArticlepeer-review


This article looks at ways in which the US broadcasting and advertising industries conceptualized the female consumer in the immediate Post War period. It explores the emergence of daytime television and discusses broadcasters' views of their predominantly female audience. The article argues that by grasping the underlying principles that were developed in the early daytime television industry, one can gain a better understanding, not only of the manner in which female audience members were addressed in the 1950s, but also, to some extent, of the ways mass media address women today.
Original languageEnglish (US)
Pages (from-to)65-80
JournalConsumption Markets and Culture
Issue number1
StatePublished - Jan 1 2003


  • gender
  • advertising
  • 1950s television
  • daytime programming


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