Caring for her: the influence of presumed influence on female consumers’ attitudes towards advertising featuring gender-stereotyped portrayals

Åkestam, Nina

doi:10.1080/02650487.2017.1384198

Cited by 27 publications

(34 citation statements)

References 61 publications

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“…Consequently, by examining the crossgender effects of gender-stereotyped portrayals, the present research offers a more holistic understanding of gender stereotypes in advertising. Building on research showing that women's reactions to stereotyped portrayals of women in advertising are influenced by the presumed influence of the portrayals on others (Åkestam, 2018;Choi et al, 2008;Wan et al, 2003) and psychological reactance to the advertising (Åkestam et al, 2017a), this research shows that the negative effects found in studies of women's reactions to female portrayals hold across gender portrayals and target audiences. More specifically, given the social nature of advertising exposure, and that consumers view advertising portrayals as selfrelevant (Dahlén et al, 2014), we argue that both women and men will react negatively to stereotyped portrayals of a gender other than their own.…”

Section: Ejmmentioning

confidence: 81%

“…by showing less thin women or less muscular men). In advertising, gender stereotypes are often portrayed as a combination of different aspects of the stereotype, for example in an ad where the physical characteristics of a model aligns with the gender stereotype in terms of body size, pose and facial expression (Åkestam, 2018;Deaux and Lewis, 1984). Conversely, non-stereotyped portrayals of gender in advertising should avoid portraying several aspects of a gender stereotype in order to challenge it (Åkestam et al, 2017a).…”

Section: Gender Stereotypes In Advertisingmentioning

confidence: 99%

“…Previous research shows that one reason why women react negatively to stereotyped advertising portrayals of women is that they believe that others are negatively affected by such portrayals (Åkestam, 2018;Choi et al, 2008;Milkie, 1999;Wan et al, 2003). This influence of presumed influence (IPI) of gender stereotypes (Gunther and Storey, 2003), adds to a compelling body of research showing that the expected impact of media or advertising on other people mediates consumer reactions to a wide range of stimuli (Eisend, 2017;Sun et al, 2008).…”

Section: The Presumed Influence Of Gender Stereotypesmentioning

confidence: 99%

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Gender stereotypes in advertising have negative cross-gender effects

Åkestam

Rosengren

Dahlén

et al. 2021

EJM

Self Cite

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Purpose This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender. Design/methodology/approach In two experimental studies, the effects of stereotyped portrayals (vs non-stereotyped portrayals) across gender are compared. Findings The results show that advertising portrayals of women and men have a presumed negative influence on others, leading to higher levels of ad reactance, which has a negative impact on brand-related effects across model and participant gender, and for gender stereotypes in terms of physical characteristics and roles. Research limitations/implications Whereas previous studies have focused on reactions of women to female stereotypes, the current paper suggests that women and men alike react negatively to stereotyped portrayals of other genders. Practical implications The results indicate that marketers can benefit from adapting a more mindful approach to the portrayals of gender used in advertising. Originality/value The addition of a cross-gender perspective to the literature on gender stereotypes in advertising is a key contribution to this literature.

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Section: Ejmmentioning

confidence: 81%

Section: Gender Stereotypes In Advertisingmentioning

confidence: 99%

Section: The Presumed Influence Of Gender Stereotypesmentioning

confidence: 99%

See 1 more Smart Citation

Gender stereotypes in advertising have negative cross-gender effects

Åkestam

Rosengren

Dahlén

et al. 2021

EJM

Self Cite

View full text Add to dashboard Cite

show abstract

“…Thus, it is important for advertising to portray individuals in a manner that promotes consumer wellbeing. Recent research (e.g., Åkestam 2018;Lord, Putrevu, and Collins 2019;Pickett and Brison 2019) finds that ethnicity and gender have a profound influence on reactions to ads and reactions to stereotypes portrayals (De Meulenaer et al 2018;Mayer, Kumar, and Yoon 2019).…”

Section: Discussionmentioning

confidence: 99%

Portrayals of Minorities and Women in Super Bowl Advertising

Taylor¹,

Mafael²,

Raithel³

et al. 2019

Journal of Consumer Affairs

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Portrayals of women and minorities advertising have long been of interest to advertising scholars. While research has found that the overall representation of these groups has increased, some stereotypes persist, and so do questions about the quality and prominence of portrayals. This study examines portrayals of minorities and women in Super Bowl advertising, the main “pop culture” showcase for US advertising. A content analysis of 10 years of Super Bowl ads is conducted and a multinomial logit regression model is employed to delve deeper into the content analysis results. Findings show that while the overall representation of women and various minority groups is strong, a deeper analysis shows that these groups are seldom depicted as primary characters by themselves and that some subtle stereotypes persist. We also find that ads featuring female principal characters are more likely to feature home settings, sexual appeals, emotional messages, and music as a major element and that it is less likely for female (vs. male) celebrities to be used. Minority principal characters are more likely to be celebrities and be included in ads with music or for technical products but are less likely to be included in ads featuring corporate social responsibility messages.

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“…Despite the body of research already conducted on the representation of POC in the Swedish media in general, academia has not focused on racial/ethnic representations in Swedish advertising, neither within the marketing and business fields nor in ethnic studies. While there are studies looking at gender representation (Edström 2018;Åkestam 2018), studies concerning POC representation in Swedish commercials are relatively few (Åkestam 2017;Ulver et al 2019).…”

Section: The Representation Of Racial and Ethnic Diversity In Commercmentioning

confidence: 99%

Who Is Marketised in Colour-Blind Sweden? Racial and Ethnic Representation in Swedish Commercials 2008–2017

Törngren

Ulver

2020

Genealogy

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From a social equality representation perspective, advertising should ideally mirror the multicultural composition at the national market, because mass-mediated identity representations may act as cultural resources for those with marginalised identities. To investigate the observance to such an ideal in a context where the ethnic and racial composition of the population saw a rapid change, this article examines 676 Swedish TV commercials in over the period 2008–2017, and analyses the representation of non-White persons of colour (POC). Through this quantitative and qualitative examination, we find that POC are indeed visible in the commercials, but predominantly in the background or playing minor roles. With the, at times, unproportionally high representation of racial and ethnic diversity in Swedish advertising, we find significant tokenism, or in other words, the structurally ineffectual approach common in market-based multiculturalism.

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Caring for her: the influence of presumed influence on female consumers’ attitudes towards advertising featuring gender-stereotyped portrayals

Cited by 27 publications

References 61 publications

Gender stereotypes in advertising have negative cross-gender effects

Gender stereotypes in advertising have negative cross-gender effects

Portrayals of Minorities and Women in Super Bowl Advertising

Who Is Marketised in Colour-Blind Sweden? Racial and Ethnic Representation in Swedish Commercials 2008–2017

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