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Title: Gender stereotypes in advertising: A review of current research
Authors: Grau, Stacy Landreth 
Zotos, Yorgos 
Keywords: Advertising;Gender;Stereotypes
Category: Sociology
Field: Social Sciences
Issue Date: 1-Jan-2016
Publisher: NTC Publications Ltd.
Source: International Journal of Advertising, 2016, vol. 35, no. 5, pp. 761-770
Journal: International Journal of Advertising 
Abstract: The purpose of this paper is to highlight the historical context of gender stereotypes in advertising and then examine the scholarship related to gender stereotypes. Gender portrayals in advertising have been examined extensively in the last five decades and still remain an important topic. Changing role structure in the family and in the labor force has brought significant variation in both male and female roles and subsequently how it is reflected in advertising. It has been noted that there is a culture lag. Sexes for a long period of time were depicted in advertising in more traditional roles. Women were presented in an inferior manner relative to their potential and capabilities, while at the same the data indicated a shift towards more positive role portrayals. The changing role of men is the area that has seen the greatest interest in the past few years. Men are depicted in advertising in ‘softer’ roles, while interacting with their children. Men are also shown in more egalitarian roles. The paper finally attempts to outline the future research direction of gender portrayals in advertising. First, research should focus on examining gender portrayals in online platforms, and find ways to modify current coding schemes to digital formats. Second, companies and the media are beginning to pay attention to a once largely ignored segment the lesbian/gay/ bisexual/transgender (LGBT) consumer. Third, recent advertising has focused on the ‘empowered’ women called femvertising.
ISSN: 1759-3948
DOI: 10.1080/02650487.2016.1203556
Collaboration : Cyprus University of Technology
Texas Christian University
Rights: © Taylor & Francis
Type: Article
Appears in Collections:Άρθρα/Articles

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