This is an exploratory study about rational and emotional appeals, and the use of gender-role stereotypes, in advertisements for B2B products and services in an emerging economy. From print ads in trade journals, the authors culled data on the type of appeal – rational/emotional, the type of...

The predominant part of the literature states that women are more likely to donate to charitable causes but men are more generous in terms of the amount given. The last result generally derives from the focus on mean amount given. This paper examines gender differences in giving focusing on the...

In this paper, the central objective is to analyze the visual rhetoric of selected fashion ads in Vogue, Cosmopolitan, Maxim and GQ (Gentlemen Quarterly), to show how sexually explicit images of the female body is used to sell products to consumers, and to determine whether this is in response...