The purpose of the current study was to gain more insight in the evaluation of advertisements containing different gender role portrayals (stereotypical/a-stereotypical) by examining explicit and implicit processes of ad evaluation. The results of two experiments showed an explicit preference...

This paper investigates whether gender identity, or the extent to which an individual identifies with socially constructed sex roles, moderates the influence of sex on typically male and female ad preferences. We distinguish primary from secondary ad stimuli. Universally, men prefer young women...