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Πεδίο DCΤιμήΓλώσσα
dc.contributor.authorZotos, Yorgos-
dc.contributor.authorTsichla, Eirini-
dc.date.accessioned2016-01-26T08:32:41Z-
dc.date.available2016-01-26T08:32:41Z-
dc.date.issued2014-
dc.identifier.citationInternational Journal on Strategic Innovative Marketing, 2014, vol. 01en_US
dc.identifier.issn22418407-
dc.identifier.urihttps://hdl.handle.net/20.500.14279/8345-
dc.description.abstractThe 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.en_US
dc.formatpdfen_US
dc.language.isoenen_US
dc.relation.ispartofInternational Journal on Strategic Innovative Marketingen_US
dc.rights© DOAJen_US
dc.subjectStereotypes in advertisingen_US
dc.subjectHofstede’s masculinity dimensionen_US
dc.subjectGoffman’s code schemeen_US
dc.titleFemale portrayals in advertising past research, new directionsen_US
dc.typeArticleen_US
dc.collaborationCyprus University of Technologyen_US
dc.subject.categoryMedia and Communicationsen_US
dc.journalsOpen Accessen_US
dc.reviewPeer Revieweden
dc.countryCyprusen_US
dc.subject.fieldSocial Sciencesen_US
dc.publicationPeer Revieweden_US
dc.identifier.doi10.15556/IJSIM.01.01.002en_US
dc.dept.handle123456789/100en
dc.relation.volume01en_US
cut.common.academicyear2014-2015en_US
item.fulltextWith Fulltext-
item.languageiso639-1en-
item.grantfulltextopen-
item.openairecristypehttp://purl.org/coar/resource_type/c_6501-
item.cerifentitytypePublications-
item.openairetypearticle-
crisitem.journal.journalissn2241-8407-
crisitem.journal.publisherGalani Lyda-
crisitem.author.deptDepartment of Communication and Internet Studies-
crisitem.author.facultyFaculty of Communication and Media Studies-
crisitem.author.parentorgFaculty of Communication and Media Studies-
Εμφανίζεται στις συλλογές:Άρθρα/Articles
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