Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa

Abstract

Advertisers shy away from using non-traditional (vs. traditional) male gender portrayals even though theory suggests they may be more effective cross-nationally. Two main hypotheses were tested cross-nationally for the first time. H1: 'paternalistic' male stereotypes (e.g. Househusband) would be more effective than 'envious' male stereotypes (e.g. Businessman) across countries confirming the stereotype content model (SCM). H2: the match between initial male gender role attitudes and advertisement type would increase advertisement effectiveness only in countries with relatively low egalitarian norms (i.e. Poland and South Africa). A cross-national study was conducted through the use of student samples following a 3(country: United Kingdom, Poland and South Africa) × 2(advertisement type) × (gender attitude) mixed design (N = 373). A three-way multivariate analysis of variance showed support for H1 and partial support for H2 (i.e. the second hypothesis held on purchase intent and for South Africa). The study provides evidence for the cross-national applicability of the SCM to advertising and the limited predictive value of gender attitudes for purchase intent depending on country. Thus, contrary to mainstream advertising practices, breaking male gender stereotypes does appear to pay cross-nationally. Theoretical and practical implications alongside the potential for change in practices are discussed

16th Prof. Vladas Gronskas International Scientific Conference

“…When assessing the breaking of gender stereotypes in advertising, it is important to take into account the national and cultural attributes of the respondents. Zawisza et. al.…”

Evaluations of Men in Domestic Roles in Canada, Norway, Poland, and India

“…Another step would involve making such role models more visible in both children’s literature and media and marketing campaigns presenting women and men beyond stereotypical gender roles. Results obtained within cross-cultural samples seem to indicate that breaking male gender stereotypes in advertising products does appear to pay cross-nationally (Zawisza, Luyt, Zawadzka, & Buczny, 2018).…”

Generation Z Young People’s Perception of Sexist Female Stereotypes about the Product Advertising in the Food Industry: Influence on Their Purchase Intention

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