En-Gendering Power and Empowerment in Advertising: A Content Analysis

Tsai, Wan‐Hsiu Sunny; Shata, Aya; Tian, Shiyun

doi:10.1080/10641734.2019.1687057

Cited by 35 publications

(17 citation statements)

References 40 publications

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“…Emphasis on the ego in the spiritual ad might be attributable to the high degree of individualism in the United States. Numerous findings indicate that the United States has a highly individualistic culture where the self has priority over the group (e.g., Tsai et al, 2021). Religion has a symbiotic relationship with culture (Saroglou & Cohen, 2011), and a similar relationship is likely to exist between spirituality and culture.…”

Section: Discussionmentioning

confidence: 99%

Mediating roles of karma and self‐enhancement in the effect of religious and spiritual primes on bystanders' reporting intention

Muralidharan

2022

Int J Consumer Studies

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Religious priming promotes engagement in prosocial action; however, findings about spiritual priming are relatively scant. Using Hindu (India) and Christian (U.S.) participants, a two-part study was conducted. The aim of the first part (i.e., Study 1) was to observe which motives to volunteer (i.e., egoistic or altruistic) related to religiosity and spirituality. Findings show that religiosity had a positive impact on egoistic volunteering, while spirituality had a positive impact on altruistic volunteering. The aim of the second part (i.e., Study 2) was to apply the findings from Study 1 to test priming effects in public service announcements about domestic violence prevention.The mediating effects of karma and self-enhancement in the relationship between religiosity or spirituality and reporting intention were also examined. Findings show that the religious ad was more effective than the spiritual ad in priming religiosity and spirituality among Hindus; that is, karma mediated the effect of religiosity and spirituality on their reporting intention. Among Christians, spiritual primes were effective, and self-enhancement mediated the impact of spirituality on reporting intention; at the same time, religious primes led to the direct impact of religiosity and spirituality on reporting intention. Overall, the apparent efficacy of religious and spiritual priming is promising, and the findings indicate the significance of spirituality in domestic violence prevention messaging. Theoretical and managerial implications are discussed.

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Section: Discussionmentioning

confidence: 99%

Mediating roles of karma and self‐enhancement in the effect of religious and spiritual primes on bystanders' reporting intention

Muralidharan

2022

Int J Consumer Studies

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“…This study is carried out in the Indian context where women have been significantly portrayed in ad. While some studies in India focused on the gender differences (Bakshi, 2012;Kumaravel, 2017;Vijayalakshmi et al, 2017), some of the latest research on advertising have portrayed empowered women called "femvertising" in consumer durables, luxury assets, and fashion products (Grau and Zotos, 2016;Moeran, 2010;Tsai et al, 2019). The process of viewing advertisements that promote unrealistic expectations can encourage women to focus more on their physical appearance and put themselves in the shoes of a critical observer looking from the outside (Fredrickson and Roberts, 1997).…”

Section: Literature Reviewmentioning

confidence: 99%

Reliability as a moderator in the relationship between the antecedents and consequences of general attitude toward advertising

Ghosh

Mothilal

Somaskandan

et al. 2022

SAJM

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PurposeThis paper aims to investigate the relationship between general attitude toward advertising and consumers' purchase intention. The relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, affective response and general attitude toward ad was examined. Furthermore, reliability as a moderator in the relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, and affective response and the general attitude toward ad were studied.Design/methodology/approachData from women consumers who subscribe to fashion magazines in India were collected and analyzed using a structured survey instrument. Women were selected because the products were related to women, including facial and body-care products, women sportswear, shampoos, lipstick, handbags, etc. Unit of analysis in this research is “observations,” and in all, 400 data points were analyzed, and to test hypothesized relationships, hierarchical regression and logistic regression were employed.FindingsA conceptual model is developed and tested where (1) cognitive attitude toward ad, intrusiveness, evaluative judgments and affective responses are related to general attitude toward ad, and (2) general attitude toward ad is related to purchase intention. The hierarchical regression results show that (1) reliability moderates the relationship between cognitive attitude, intrusiveness, affective responses and general attitude toward ad. The logistic regression results support the positive relationship between general attitude toward ad and purchase intention.Research limitations/implicationsSince the present research is based on self-report measures, the limitations of social desirability bias and common method bias are inherent. Second, this research focuses only on women consumers and products purchased by women. The research has implications for literature on advertising, especially women-related products.Practical implicationsThis study contributes to practicing managers who are interested in promoting the women-related products. This study highlights the importance of general attitude toward ad as a precursor for consumers purchase intention. The study provides justification for enormous amounts of money invested in fashion advertising because of their effects on consumer behavior.Originality/valueThis study provides new insights about the effects reliability on general attitude toward ad and consumers' purchase intention. The conceptual model developed in this study adds novelty by considering reliability as a moderator, in addition to the direct relationships which have been studied by earlier researchers.

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“…Other efforts focus primarily on the issue of equality in combination with gender stereotyping. A recent study by Tsai et al (2019) delves into the use of empowerment and equality as a social issue and addresses both male and female stereotypes. It highlights that brands, by way of their advertisements, can function as intermediaries between gender roles, social issues, and the consumer (Cronin, 2004;Tsai et al, 2019).…”

Section: Advertising Using Stereotyping and Issue Advocacy Jointlymentioning

confidence: 99%

“…A recent study by Tsai et al (2019) delves into the use of empowerment and equality as a social issue and addresses both male and female stereotypes. It highlights that brands, by way of their advertisements, can function as intermediaries between gender roles, social issues, and the consumer (Cronin, 2004;Tsai et al, 2019). A brand's decision to engage with sensitive issues, however, can be risky as it may be difficult to find a balance between marketing strategy and social issue messaging.…”

Section: Advertising Using Stereotyping and Issue Advocacy Jointlymentioning

confidence: 99%

The influence of gender stereotyping and issue advocacy on consumer sentiment

Lucka

Caldieraro

Zanini

2021

MIP

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PurposeThis study explores the effect of gender stereotyping and issue advocacy on consumer sentiment toward advertising and brands.Design/methodology/approachDrawing from the literature, the study hypothesizes about the impact of gender stereotyping and consumer advocacy on consumer sentiment. A behavioral experiment tests the hypotheses and provides support for the main conclusions.FindingsResults indicate that issue advocacy can cancel the negative effect of traditional female stereotyping. The results also show that demographics are not necessarily the reason why a person favors or condemns stereotyping and advertising; on the contrary, any reaction is far more linked to personal disposition.Practical implicationsThe findings of this research have implications for marketing and advertising practice. While the use of issue advocacy is currently trending up, there is still a lack of understanding about its effect on consumers. Gender stereotyping is also being frequently used, but has caused huge backlashes in recent ad campaigns. Marketing and advertising managers can use insights from this research to shape advertising messages that use these two stimuli in order to enable a brand to better connect with its audience and achieve a more desirable outcome.Originality/valueThe paper contributes to the academic discussion about the effectiveness of using gender stereotyping and issue advocacy to drive advertising outcomes. It challenges the idea that the combination of these two advertising approaches is either detrimental or beneficial to the brand.

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En-Gendering Power and Empowerment in Advertising: A Content Analysis

Cited by 35 publications

References 40 publications

Mediating roles of karma and self‐enhancement in the effect of religious and spiritual primes on bystanders' reporting intention

Mediating roles of karma and self‐enhancement in the effect of religious and spiritual primes on bystanders' reporting intention

Reliability as a moderator in the relationship between the antecedents and consequences of general attitude toward advertising

The influence of gender stereotyping and issue advocacy on consumer sentiment

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