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Τίτλος: Female portrayals in advertising past research, new directions
Συγγραφείς: Zotos, Yorgos 
Tsichla, Eirini 
Major Field of Science: Social Sciences
Field Category: Media and Communications
Λέξεις-κλειδιά: Stereotypes in advertising;Hofstede’s masculinity dimension;Goffman’s code scheme
Ημερομηνία Έκδοσης: 2014
Πηγή: International Journal on Strategic Innovative Marketing, 2014, vol. 01
Volume: 01
Περιοδικό: International Journal on Strategic Innovative Marketing 
Περίληψη: 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: https://hdl.handle.net/20.500.14279/8345
ISSN: 22418407
DOI: 10.15556/IJSIM.01.01.002
Rights: © DOAJ
Type: Article
Affiliation: Cyprus University of Technology 
Publication Type: Peer Reviewed
Εμφανίζεται στις συλλογές:Άρθρα/Articles

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