Gendered advertising: content, effectiveness and effects – psychological perspective

Zawisza, Magdalena

doi:10.4337/9781788115384.00006

Cited by 5 publications

(9 citation statements)

References 63 publications

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“…Yet, it is also other external influences at a mezzo level, such as advertising and marketing firms and/or departments, that shape gender perceptions, consumer identities and their preferences. Recent research suggest that markets continue to be segmented based on sex categories (Dobscha, 2019;Zawisza, 2019). This binary representation can be seen in traditional assumptions of gender in terms of colour associations (e.g.…”

Section: What Is Gender?mentioning

confidence: 99%

“…This suggests that gender needs to be discussed in relation to the concepts of sexuality and/or sexual orientation, race, social class and ethnicity which, according to Taylor (2011, p. 38) contribute to the 'social division and the ways these are experienced, reproduced and resisted in everyday life'. When gender-related concepts are taken into account, gender then emerges as a plural and intersectional term that goes beyond defining differences between men and women but also between different subtypes of men and women (Zawisza, 2019) in consumer markets.…”

Section: What Is Gender?mentioning

confidence: 99%

“…On the other hand, it continues to portray men as protectors and breadwinners leaving traditional and patriarchal gender values undisturbed or unchallenged (Molander et al, 2018). It celebrates the old gender order and continues to present breadwinner and/or muscular male body images in advertising (Diedrichs, Lee & Kelly, 2011;Gentry & Harrison, 2010;Zawisza, 2019). Unsurprisingly, leisure activities such as football and body beautification remain depicted and envisaged as men and women's practices respectively (Messner, 2007;Mitchell & Lodhia, 2017;Tuncay & Otnes, 2008) thus reinforcing the gender binary.…”

Section: Gender and Consumptionmentioning

confidence: 99%

“…Recently, gender research recognised the impact of marketing professionals on consumer markets. By segmenting consumers based on biological differences, they reinforced the binary concept of gender limiting the diversity of consumer and gender identities (Dobscha, 2019;Zawisza, 2019). Marketers can correct this by celebrating consumer social differences and moving beyond displaying the hegemonic masculinity and gender dichotomy in commercial advertising (Hein & O'Donohoe, 2014).…”

Section: Gender and Consumptionmentioning

confidence: 99%

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Men’s consumer identities and their consumption norms in the perceived, conceived and lived spaces of spas

Petrylaite

Hart

2019

Journal of Marketing Management

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She is a Fellow of the Higher Education Academy (HEA) and holds a PhD in gender and consumer behaviour from Northumbria University. Her research interests include gender, masculinity, consumer behaviour, leadership, entrepreneurship and entrepreneurial marketing. Edita presents her research in marketing, innovation and entrepreneurship conferences, namely, Gender, Marketing and Consumer Behaviour, Institute for Small Business and Entrepreneurship (ISBE) and European Conference on Innovation and Entrepreneurship (ECIE).

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Section: What Is Gender?mentioning

confidence: 99%

Section: What Is Gender?mentioning

confidence: 99%

Section: Gender and Consumptionmentioning

confidence: 99%

Section: Gender and Consumptionmentioning

confidence: 99%

See 2 more Smart Citations

Men’s consumer identities and their consumption norms in the perceived, conceived and lived spaces of spas

Petrylaite

Hart

2019

Journal of Marketing Management

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“…Some shifts in the portrayal of women and men can be observed in campaigns that represent women in agentive roles, meaning in a non-traditional professional setting, or depicting women showing their real bodies; men are depicted in softer and caring roles, as fathers acting with their children. As reported in more recent research (Zawisza, 2019), advertising profits from portraying women in a traditional, caring role or in a sexist manner, as housewives or sex objects, despite the many social changes for women in the last decades. Feminists are constantly fighting to break existing patriarchal power relations that reign in the public and private spheres.…”

Section: Introductionmentioning

confidence: 99%

Gender stereotyping and retro-sexism in advertising discourse from a postfeminist perspective

Montes

2021

Fem

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Negative female stereotypes and the portrayal of women in traditional and non-agentive social roles prevail in advertising. Advertisers believe that it is an effective advertising strategy to misuse postfeminist standpoints, stressing liberated womanhood and constructing a universe where women have gained it all and men have to reconquer their lost ground. This article analyses the appropriation of postfeminist discourse with the aim of showing how negative and even demeaning female stereotypes and clichés are represented, and by doing so, how a retro-sexist imagery is constructed within the advertising discourse. Undertaking a case study analysis of an advertising campaign of the brand IWC, a luxury brand for watches, and applying a feminist critical discourse perspective (Lazar, 2005, 2007), which shows the gender asymmetries in discourse, it is argued that advertising perpetuates misbeliefs about women’s roles in society and reinforces demeaning female stereotypes in the collective imaginary about the understanding of gender equality.

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Gendering Products Through Advertisements: A Review (1973–2019) of Various Cues Employed by Advertisers

Sandhu

2021

Business Perspectives and Research

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Throughout history, people have used consumption props to adorn their gender. The products that individuals own and use are noticeable markers of their gender identity. This explains the sustained interest of advertisers in gender-typing products. Advertisers’ gender work is instrumental in establishing a gender order among products. By virtue of the gender meanings assigned by advertisers, products occupy spaces on the gender map. Advertisers employ various cues to operationalize the gender direction of the advertised products. A review of over four decades of research (1973–2019) on gender and advertising reveals that there are at least 22 different ways in which advertisers achieve gender polarization of products. This explanatory synthesis convenes these cues in the context of television and multimedia web-based and print advertisements. The methodology used also allows for classification of these cues. This review has definite theoretical and practical implications that justify the need for this research. The final output of this article displays the research landscape of the present topic and contributes to the existing advertising literature by offering a repository of objective tools used to shape the gender content of advertisements. It is the author’s belief that this article will help researchers conceptualize different product gendering techniques employed by advertisers and encourage further research in this area. From a practical perspective, advertisers looking to activate the gender schema in advertisements with a view to selectively target a particular gender may benefit from the results of this study.

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Gendered advertising: content, effectiveness and effects – psychological perspective

Cited by 5 publications

References 63 publications

Men’s consumer identities and their consumption norms in the perceived, conceived and lived spaces of spas

Men’s consumer identities and their consumption norms in the perceived, conceived and lived spaces of spas

Gender stereotyping and retro-sexism in advertising discourse from a postfeminist perspective

Gendering Products Through Advertisements: A Review (1973–2019) of Various Cues Employed by Advertisers

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