Females' Attitudes Toward the Portrayal of Women in Advertising: A Canadian Study

DeYoung, Susan; Crane, F. G.

doi:10.1080/02650487.1992.11104499

Cited by 30 publications

(14 citation statements)

References 7 publications

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“…Das 2011 Among the major findings, four findings are found similar to previous studies. The finding 'portrayal of women in advertisements is not changing for the better' is found aligned with the finding in previous studies (Aruna & Sahni, 2008;Lipovenka, 1988;Roberts & Koggan, 1977;Soley & Reid, 1988) and it contradicts the finding of some previous studies (Lundstrom & Sciglimpaglia, 1977;Schneider & Schneider, 1979 Another finding 'advertisements suggests women as not sound in making important decisions' is similar to the findings in previous studies (Courtney & Lockeretz, 1971;DeYoung & Crane, 1992;Harker, Harker, & Svensen, 2005;Lazier & Kandrick, 1993 is found aligned with the previous findings (Aruna & Sahni, 2008;DeYoung & Crane, 1992; Online Journal of Communication and Media Technologies Volume: 8 -Issue: 1 January -2018…”

Section: Discussionsupporting

confidence: 64%

“…For some years, the studies regarding attitude towards the role portrayal of women in advertisements are being given special attention (DeYoung & Crane, 1992;Dominick & Rauch, 1972;Ford, Voli, Honeycutt Jr, & Casey, 1998;Lin, 2008;Lundstrom & Sciglimpaglia, 1977;Lysonski, 1983;Royo-Vela, Aldás-Manzano, Küster-Boluda, & Vila-Lopez, 2007;Soley & Kurzbard, 1986;Wolin, 2003).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The reason due to which advertising was considered unfavourable includes falsity, illicit content, materialism, etc. There is an issue regarding role portrayal of women in advertising which is widely discussed by the researchers (Belkaoui & Belkaoui, 1976;Courtney & Lockeretz, 1971;D'Amico & Hummel, 1980;DeYoung & Crane, 1992;Dominick & Rauch, 1972;Ferrante, Haynes, & Kingsley, 1988;Ford & La Tour, 1993;Jaffe, 1994;Kerin et al, 1979;La Tour, 1990;Leigh, Rethans, & Reichenbach Whitney, 1987;Loudon & Delia Bitta, 1988;Lundstrom & Sciglimpaglia, 1977;Lysonski, 1983;Mays & Brady, 1990;Roberts & Koggan, 1977;Schneider & Schneider, 1979;Sexton & Haberman, 1974;Soley & Kurzbard, 1986;Soley & Reid, 1988;Wagner & Banos, 1973;Weiss, 1972;Whipple & Courtney, 1985;Venkatesan & Losco, 1975). The features regarding role of women in advertising which made this issue very serious and offensive includes the adoration of violence against women, depiction of women as sex object or objectifying the women by using it unnecessarily, portraying her lesser to men in rank and in many other ways.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Religion Wise Differences in Female's Attitude towards Role Portrayal of Women in Tv Advertisements

Tariqa

Khan

Singh

et al. 2018

ONLINE J COMMUN MEDI

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Among various factors which help in shaping the attitude of consumers, religion too play a very vital role. This research aims to inquire differences in attitudes of females towards women's role portrayal in advertisements on the basis of religion. Responses were taken by distributing a questionnaire to a convenience sample of 241 College students of Northern India which includes females affiliated to Hinduism, Islam and Sikhism. Data were analyzed using descriptive, factor analysis, reliability, ANOVA and Post Hoc test. The findings confirmed that there is a significant difference in the attitude of consumers on the basis of religion.

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Section: Discussionsupporting

confidence: 64%

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Religion Wise Differences in Female's Attitude towards Role Portrayal of Women in Tv Advertisements

Tariqa

Khan

Singh

et al. 2018

ONLINE J COMMUN MEDI

View full text Add to dashboard Cite

show abstract

“…Evaluations create consumers' perceptions. Besides being subjective, consumers' perceptions reflect the reality regarding the performance of product and services (Alvensleben & Meier, 1990;DeYoung & Crane, 1992). Therefore, consumers' perceptions of hotel enterprises should be understood.…”

Section: Formation Processes and Importance Of Innovative Behavior Ofmentioning

confidence: 99%

The Role of the Employees in the Innovation of the Hotel Enterprises

Dedeoğlu

Aydın

Boğan

2019

ABET

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Due to globalization, gaining competitive advantage has become an important problem for all enterprises. Especially hotel enterprises can face with certain problems such as providing similar and easily imitable products and services. Therefore, they are in the need of employees delivering services in such an innovative way that cannot be imitated easily. First in this chapter, the factors affecting the innovative behaviors of employees in hotel enterprises were examined in detail. Second, it was explained how employees’ innovative behaviors, which would bring a significant competitive advantage to hotel enterprises, could shape consumer perceptions and attitudes. Lastly, the matters to be taken into notice by hotel enterprises were mentioned and it was tried to pave the way for future researches so that hotel enterprises can benefit from their employees’ innovative behaviors in a more efficient way.

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“…A considerable body of research has focused on women's responses to advertising (DeYoung & Crane, 1992;Ford, LaTour, & Honeycutt, 1997;Ford, La Tour, & Lundstrom, 1991;Jaffe, 1991Jaffe, , 1994, whereas only recently have researchers started to consider the persuasive impact of advertising appeals on male consumers (Elliott & Elliott, 2005). With the growth of new categories of men's grooming products (market worth $23 billion worldwide, Euromonitor, 2008) and the emergence of the metrosexual man, research dedicated to the persuasive impact of gendered appeals on male consumers is a timely endeavor.…”

Section: Limitations and Directions For Future Researchmentioning

confidence: 99%

The effect and moderation of gender identity congruity: Utilizing “real women” advertising images

Feiereisen

Broderick

Douglas

2009

Psychology and Marketing

105

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The present article examines the predictive ability of gender identity congruity in explaining women's responses to advertising appeals. The contributions of the article are twofold: (1) to demonstrate whether advertisements that are congruent with female consumers' gender identities elicit strong positive responses and (2) to identify the factors that moderate/mediate the impact of gender identity congruity on consumer responses to advertisements. The research findings provide evidence of the ability of gender identity congruity to elicit positive responses to advertising appeals. The relationship between gender identity congruity and responses to the advertisement is mediated by advertising involvement. The moderating roles of national culture, physical concern, and physical view are also supported. Overall, the congruity theory provides a powerful framework to examine consumer responses to gender portrayals in advertising.

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Females' Attitudes Toward the Portrayal of Women in Advertising: A Canadian Study

Cited by 30 publications

References 7 publications

Religion Wise Differences in Female's Attitude towards Role Portrayal of Women in Tv Advertisements

Religion Wise Differences in Female's Attitude towards Role Portrayal of Women in Tv Advertisements

The Role of the Employees in the Innovation of the Hotel Enterprises

The effect and moderation of gender identity congruity: Utilizing “real women” advertising images

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