Women's adoption of a business uniform: A content analysis of magazine advertisements

This study investigates the extent to which the skirted suit is portrayed as the business uniform for women. A survey of 2,576 advertisements in general interest and business magazines for the first six months of 1963, 1973, and 1983 indicates that business women, especially managers or professionals, are increasingly attired in the skirted suit. However, the skirted suit appears to be a relatively new standard and has not replaced all other acceptable attire for women. Consequences of wearing the skirted suit are discussed.Portions of this paper were presented at the National AIDS meeting in Toronto, November 1984. The authors would like to acknowledge the helpful comments of John Sherdian on an earlier draft of this paper.