Current Research on Gender Issues in Advertising

ISBN-13: 9780367593100 / Angielski / Miękka / 2020 / 146 str.

Yorgos Zotos; Stacy Grau; Charles R. Taylor

Opis

This book extends the research on gender stereotypes in advertising, highlighting the attitude towards sex and nudity; women in decorative roles; the changing roles of women and men in advertising; and the views of those who design ad campaigns. This book was first published as a special issue of the International Journal of Advertising.

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Spis treści

Introduction: Current research on gender issues in advertising  1. Gender stereotypes in advertising: a review of current research  2. Attitudes toward ads portraying women in decorative roles and female competition: an evolutionary psychology perspective  3. Do feminists still respond negatively to female nudity in advertising? Investigating the influence of feminist attitudes on reactions to sexual appeals  4. Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general  5. Stereotypical or just typical: how do US practitioners view the role and function of gender stereotypes in advertisements?  6. A longitudinal analysis of the changing roles of gender in advertising: a content analysis of Super Bowl commercials  7. Is there gender bias when creative directors judge advertising? Name cue effect in ad evaluation

O autorze

Yorgos C. Zotos is Professor Emeritus of Applied Communication in the Faculty of Communication and Media Studies at Cyprus University of Technology, Cyprus.

Stacy Landreth Grau is Professor of Marketing Practice in the Neeley School of Business at Texas Christian University, USA.

Charles R. Taylor is the John A. Murphy Professor of Marketing at Villanova University, USA. He is also the Editor-in-Chief of the International Journal of Advertising.