Please use this identifier to cite or link to this item: http://ktisis.cut.ac.cy/handle/10488/8345
Title: Female portrayals in advertising past research, new directions
Authors: Tsichla, Eirini 
Zotos, Yorgos 
Keywords: Stereotypes in Advertising;Hofstede’s Masculinity Dimension;Goffman’s code scheme
Category: Media and Communications
Field: Social Sciences
Issue Date: 2014
Publisher: IJSIM
Source: International Journal on Strategic Innovative Marketing, 2014, Volume 01, Issue 01
Abstract: The depiction of females in advertising has received considerable academic attention, fuelled by the feminist movement and the evolution of women’s roles in the society. Early studies revealed the prevalence of traditional portrayals such as housewives, women dependent on a man’s protection and depictions of sexual objectification. Even though a decrease in female stereotyping would be reasonable considering the contemporary structure of society that prescribes multiple gender roles, this does not seem to be the case: The literature is replete with studies documenting that female stereotyping is alive and well, even if it manifests itself with different types and patterns than it did some decades ago. This study strives to adopt a holistic outlook to the phenomenon of female stereotypes in print advertisements, tracing its origins, analyzing the interplay of stereotypes and advertising, undertaking an exhaustive perusal of the particular stream of literature, addressing methodological issues and proposing directions for further research.
URI: http://ktisis.cut.ac.cy/handle/10488/8345
ISSN: 2241-8407
DOI: 10.15556/IJSIM.01.01.002
Type: Article
Appears in Collections:Άρθρα/Articles

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