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Male and female attitudes towards stereotypical advertisements : a paired country investigation

Theodoridis, Prokopis K.; Kyrousi, Antigone G.; Zotou, … - In: Corporate communications : an international journal 18 (2013) 1, pp. 135-160

Persistent link: https://www.econbiz.de/10009711750

A longitudinal content analysis of gender portrayal in Belgian television advertising

Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Journal of marketing communications 22 (2016) 2, pp. 170-188

Persistent link: https://www.econbiz.de/10011561348

Gender Jenga : the role of advertising in gender stereotypes within educational and non-educational games

Bush, Bianca; Furnham, Adrian - In: Young consumers : insight and ideas for responsible … 14 (2013) 3, pp. 216-229

Persistent link: https://www.econbiz.de/10010188078

Female role portrayals in Brazilian advertising : are outdated cultural stereotypes preventing change?

Middleton, Karen; Turnbull, Sarah; Oliveira, Mauro José de - In: International journal of advertising : the review of … 39 (2020) 5, pp. 679-698

Persistent link: https://www.econbiz.de/10012260252

Effects of ethnic advertising on consumers of minority and majority groups : the moderating effect of humor

Rößner, Anna; Kämmerer, Maren; Eisend, Martin - In: International journal of advertising : the quarterly … 36 (2017) 1, pp. 190-205

Persistent link: https://www.econbiz.de/10011687912

Examining the intersection of race and gender in video game advertising

Behm-Morawitz, Elizabeth - In: Journal of marketing communications 23 (2017) 3, pp. 220-239

Persistent link: https://www.econbiz.de/10011705477

Male and female attitudes towards stereotypical advertisements: a paired country investigation

Theodoridis, Prokopis K.; Kyrousi, Antigone G.; Zotou, … - In: Corporate Communications: An International Journal 18 (2013) 1, pp. 135-160

Purpose – The purpose of this paper is to investigate the differences in male and female attitudes and establish a causal relationship between general (a priori) attitudes towards female stereotypical advertisements and attitudes towards specific advertising stimuli, providing evidence from...

Persistent link: https://www.econbiz.de/10014691824

Stereotyping in Country Advertising: An Experimental Study

Grønhaug, Kjell; Heide, Morten - In: European Journal of Marketing 26 (1992) 5, pp. 56-66

Examines whether advertising creates stereotyping effects, focusing on effects created in the target group, and not on … the content of the advertising message as primarily emphasized in prior research on stereotyping in advertising. Conducts …

Persistent link: https://www.econbiz.de/10014723020

A comparison of gender role portrayals in magazine advertising

Wiles, Judith A.; Wiles, Charles R.; Tjernlund, Anders - In: European Journal of Marketing 29 (1995) 11, pp. 35-49

Examines the roles of men and women depicted in magazine advertising in The Netherlands, Sweden and the USA and attempts to discern any implication for advertisers crossing these cultural boundaries. Explores the relationship between role models depicted and Hofstede′s Masculinity index. Most...

Persistent link: https://www.econbiz.de/10014723141

Is gender stereotyping in advertising more prevalent in masculine countries?

Odekerken‐Schröder, Gaby; De Wulf, Kristof; Hofstee, … - In: International Marketing Review 19 (2002) 4, pp. 408-419

The objective of this study is to test whether gender stereotyping in printed advertising is more prevalent in … gender stereotyping of women depicted in 946 printed advertisements from two European countries widely differing in their … to the use of gender stereotyping in printed advertising, potentially implying that other factors underlie the use of …

Persistent link: https://www.econbiz.de/10014827221