Abstract
Purpose – The purpose of this paper is to investigate the differences in male and female attitudes and establish a causal relationship between general (a priori) attitudes towards female stereotypical advertisements and attitudes towards specific advertising stimuli, providing evidence from Greece and Cyprus.Design/methodology/approach – Male and female respondents (158 in Cyprus and 156 in Greece) indicated their general attitudes towards female stereotypes in advertising and were subsequently exposed to three stereotypical advertisements, to which they expressed their specific attitudes.Findings – The results of the study prove that in countries with similar cultural backgrounds, such as Greece and Cyprus, general attitudes towards stereotypes in advertising do not have significant differences. General attitudes towards sex role portrayal in advertising directly impact attitudes towards specific advertisements. Further, it was demonstrated that respondents' gender plays a key role in attitude formation....
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