Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.

Looking at the Ladies, Lately

Looking at the ladies, lately
Sidney J.Levy

Much is made today of the idea that women are losing their femininity. A recent survey reported in a Sunday supplement found that one third of the women interviewed and one half of the men felt this way. But dress, outward manner, and various social behaviors are often superficial guides, since their meanings change to fit the times. Not too long ago painted lips and smoking in public bespoke the loose woman. These no longer signify the loose woman, although undoubtedly the ladies have loosened up considerably.

If it is possible for a woman to wear a bullfighter's trousers and still be feminine, what personal qualities constitute femininity? The basic dimension used to identify femininity is ...

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