Purpose – The purpose of this paper is to demonstrate the political functions of government‐sponsored social marketing campaigns aimed at changing citizens’ behaviour and to argue for the reconsideration of the boundaries between political, public sector and social marketing....

This paper seeks to challenge the tendency to represent gender as a unitary theoretical construct; and would argue for a more differentiated view of how the psychological aspects of gender influence the consumption of advertising. We use a small‐scale exploratory study to examine the potential...