Gender Stereotypes In Advertising Research Articles

How Sexualised Images in Advertisements Influence the Attention and Preference of Consumers with a Modern View

This paper aims to determine how using sexualised images in advertisements influences the attention and preference of consumers with a modern attitude towards gender stereotypes.
 This research used a methodological approach based on eye tracking of the perception of advertising images – an eye-tracking study measured how the general attitudes towards gender roles mediate attention. A control question for attitudes towards gender stereotypes was used. The degree of preference for advertising was also examined in the study.
 The results show that sexual stimuli are not more eye-catching than non-sexual, as sexual advertisements do not capture attention faster and are not viewed for a longer time than non-sexual advertisements.
 The originality and value of the study lies in the fact that the article supports the right marketing decisions to overcome gender stereotypes in advertising, to avoid advertising errors associated with unjustified sexualisation and eroticisation of visual advertising images and models. It also suggests directions for future research on various aspects of gender stereotypes in advertising.

Challenging Gender Stereotypes in Advertising: A Call for inclusive Marketing Practices

Challenging Gender Stereotypes in Advertising: A Call for inclusive Marketing Practices

How consumers subvert advertising through rhetorical institutional work

AbstractWe consider consumer subversion of advertising by investigating social media activity in response to an advertisement aired by a global brand. We draw on Aristotle's rhetorical justification to show how consumers used logos (logical appeals), ethos (credibility or moral authority), pathos (emotion‐inducing), and kairos (opportunity) rhetoric to challenge and undermine this advertising. Our study provides greater understanding of the mechanisms of consumer activism, examining how rhetorical strategies were deployed within consumers' institutional work toward the subversion of contentious advertising. We also examine the work of an organized boundary group to marshal consumer support for marketplace change and identify how ensuing argumentation led to the development of novel message frames intended to delegitimize advertising practices. We warn advertisers and brands to consider the implications of such collective consumer subversion at a time when the public and media are increasingly intolerant of organizational transgressions, particularly in relation to social justice issues, for example, gender stereotyping in advertising.

Gender stereotypes in advertising have negative cross-gender effects

PurposeThis paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender.Design/methodology/approachIn two experimental studies, the effects of stereotyped portrayals (vs non-stereotyped portrayals) across gender are compared.FindingsThe results show that advertising portrayals of women and men have a presumed negative influence on others, leading to higher levels of ad reactance, which has a negative impact on brand-related effects across model and participant gender, and for gender stereotypes in terms of physical characteristics and roles.Research limitations/implicationsWhereas previous studies have focused on reactions of women to female stereotypes, the current paper suggests that women and men alike react negatively to stereotyped portrayals of other genders.Practical implicationsThe results indicate that marketers can benefit from adapting a more mindful approach to the portrayals of gender used in advertising.Originality/valueThe addition of a cross-gender perspective to the literature on gender stereotypes in advertising is a key contribution to this literature.

Research from India on the Effects of Female Portrayals in Advertisements on

Researchers from all across the world are very concerned about gender stereotypes in advertising. Yet, very few studies—more so in the case of India—have examined how such a communication strategy affects consumers. According to census data, women's employment rates, educational attainment levels, and literacy rates have all increased in India. Therefore, it is crucial to evaluate customer reactions to the suitability of such a communication strategy. 450 respondents—men and women in the Delhi region between the ages of 20 and 50—were given an organized survey. Responses from customers were examined to determine the impact of female representation in marketing on the factors that include a preference for advertisements, perception of advertisements (in terms of liking and believability of the ads), attitude towards brands (in terms of liking, recall, recognition, and image of the brands), and intention. In order to determine the effect of female depictions on consumer ratings, demographic parameters were also examined. In this study, a number of hypotheses were developed and examined. To evaluate the theories, analysis of variation, the T-test, correlation, and modeling were used. The results of the research show that the representation of women in advertising is connected with advertisement like, credibility of the advertisement, company interest, acknowledgment, memory, and perception of the company, and has less of an impact on purchase intention. Fresh data on the impact of female depiction and interaction is also presented in the study. In the article, the effects on those working in marketing have also been covered(Avinash, 2016).

Female Portrayals in Advertising and Its Impact on Marketing Communication—Pieces of Evidence from India

Researchers in different parts of the world have shown great concern on gender stereotyping in advertising. However, very few studies have analyzed the effect of such a message strategy on consumers, more so in the case of India. As per the census data, there is an increase in the literacy rate, education status and work participation rate of women in India. Therefore, it is imperative to assess the consumer responses towards the appropriateness of such a message strategy. A structured questionnaire was administered to 450 respondents comprising males and females in the age group of 20–50 years in the Delhi region. Consumer responses were evaluated to understand the effect of female portrayals in advertising on the dimensions of the following: preference for advertisement, attitude towards the advertisement (with respect to ad liking and believability of the ad), towards the brand (with respect to brand liking, brand recall, brand recognition and brand image) and intention to buy. Demographic factors were also evaluated to assess the impact of female portrayals on consumer evaluations. Several hypotheses were developed and tested in this study. Analysis of variance, T-test, correlation and regression were employed to test the hypotheses. Findings of the study indicate that the portrayal of females in advertisements is associated with ad liking, believability of ad, brand liking, brand recognition, brand recall and brand image, and has a lesser impact on intention to buy. The study also reports new findings on female portrayal and communication impact. Implications for marketing practitioners have also been discussed in the article.

Visuele genderstereotypering in reclame

Visual gender stereotypes in advertising. An experimental study on the effectiveness of implicit stereotypes in print advertisements Visual gender stereotypes in advertising. An experimental study on the effectiveness of implicit stereotypes in print advertisements In the 20th century, women became more powerful and climbed into professional and managerial jobs. These changes incited equality between men and women. This (r)evolution is also reflected in advertisements as various studies show that gender stereotyping (i.e., male dominance and female subordination) in advertisements has decreased. However, although women are no longer simply and solely depicted in the private sphere and in housewife roles, subtle and implicit gender stereotypes in advertisements are still common. The current study therefore explores the affective (ad-likeability) reactions of average consumers to those implicit gender stereotypes. In particular, an experimental study with 315 participants shows that people do not differ consistently in their preferences for either an implicitly a-stereotypical or stereotypical portrayal. Moreover, no gender nor age-related differences were found in preferences for stereotypical versus a-stereotypical gender stereotypes.

Women's Advertising in Developing Nations: An Analysis of the Thematic and Information Content of Indian Magazine Advertisements

ABSTRACT India has experienced both economic growth and growth in advertising since opening its doors to multinational corporations. This growth has also given rise to questions regarding the appropriateness of using western advertising themes in a culture with significantly different values. An area of particular concern pertains to gender stereotyping in advertising. This study examines issues surrounding gender stereotyping in women's advertising within the broader context of advertising in developing nations. Results suggest that advertising directed at women in India is generally less informative than that which is directed at a broader audience. Furthermore, women's advertising tends to be more stereotypical in terms of the themes and appeals used as well as the products advertised