Images of Women in Online Advertisements of Global Products: Does Sexism Exist?

Plakoyiannaki, Emmanuella; Mathioudaki, Kalliopi; Dimitratos, Pavlos; Zotos, Yorgos

doi:10.1007/s10551-007-9651-6

Cited by 95 publications

(91 citation statements)

References 42 publications

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“…A comprehensive framework, however, has been developed and extensively used in prior research on gender representations in print and online advertisements and can provide valuable insights on the type of female and male stereotypes used in Super Bowl commercials (e.g., Lysonski 1985;Plakoyiannaki et al 2008;Plakoyiannaki and Zotos 2009;Tsichla and Zotos 2014;Zotos and Lysonski 1994). Furthermore, the studies on gender stereotypes in Super Bowl commercials discussed earlier have not examined how gender representations may vary across product categories, although prior research has suggested that gender stereotypes are likely to vary across product categories (e.g., Ganahl, Prinsen, and Netzley 2003;Plakoyiannaki and Zotos 2009;Verhellen, Dens, and Pelsmacker 2016).…”

Section: Gender Stereotypes In Super Bowl Commercialsmentioning

confidence: 99%

“…Our study adopts a framework that has identified a comprehensive list of female and male stereotypes and has been extensively used in prior research to examine gender stereotypes in print advertisements (e.g., Lysonski 1985;Zotos and Lysonski 1994;Plakoyiannaki and Zotos 2009;Tsichla and Zotos 2014) and online advertisements (Plakoyiannaki et al 2008). The stereotype of the 'man as loser' was added to the preexisting framework, given its important role in prior research on gender stereotypes in Super Bowl commercials (Green and Van Oort 2013;Messner and Montez de Oca 2005).…”

Section: Framework For Gender Stereotypes In Advertising and Researchmentioning

confidence: 99%

“…Women are portrayed mainly in decorative non-functional capacities and are predominantly shown as housewives or concerned with their physical attractiveness (Lysonski 1985). Sexism is prevailing not only in traditional media (Theodoridis et al 2013;Zimmerman and Dahlberg 2008) but also in the context of online advertisements (Plakoyiannaki et al 2008).…”

Section: Framework For Gender Stereotypes In Advertising and Researchmentioning

confidence: 99%

“…This study, however, examined only a limited number of stereotypes, a single product category, and was conducted at a time when the Super Bowl audience consisted primarily of men À i.e., 2002 and 2003. A comprehensive framework, however, has been developed and used in several studies investigating gender stereotypes in print (e.g., Lysonski 1985;Plakoyiannaki and Zotos 2009;Zotos and Lysonski 1994) and online advertisements (e.g., Plakoyiannaki et al 2008) and has enabled a systematic investigation of gender stereotypes in advertising.…”

Section: Introductionmentioning

confidence: 99%

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A longitudinal analysis of the changing roles of gender in advertising: a content analysis of Super Bowl commercials

Hatzithomas

Boutsouki

Ziamou

2016

International Journal of Advertising

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Although the prevalence of gender stereotypes in advertising is well established, relatively little research has examined gender stereotypes in the context of Super Bowl that is arguably the most important event in US television advertising. This study systematically examines gender representations across various product categories in Super Bowl commercials over a 20-year period (1990À2009). Our findings detect and discuss shifts in the cultural notions of gender constructed in advertising messages targeting the largest and the most demographically diverse audience in US television. The paper concludes with a discussion of the theoretical and managerial implications of our findings.

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Section: Gender Stereotypes In Super Bowl Commercialsmentioning

confidence: 99%

Section: Framework For Gender Stereotypes In Advertising and Researchmentioning

confidence: 99%

Section: Framework For Gender Stereotypes In Advertising and Researchmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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A longitudinal analysis of the changing roles of gender in advertising: a content analysis of Super Bowl commercials

Hatzithomas

Boutsouki

Ziamou

2016

International Journal of Advertising

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“…Goffman 1979;Busby & Leichty 1993;Kang 1997;Baker 2005;Plakoyiannaki et al 2008;Stankiewicz & Rosselli 2008;Mager & Helgeson 2011). Since the 1950s, changes of the women's images in advertisements "have been superficial and occurred more in terms of the type of stereotyping [e.g.…”

Section: The Representation Of Women In the Mediamentioning

confidence: 99%

The Curving Mirror of Time

Harro-Loit¹,

Kello²

2013

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The Approaches to Culture Theory book series focuses on various aspects of analysis, modelling, and theoretical understanding of culture. Culture theory as a set of complementary theories is seen to include and combine the approaches of different sciences, among them semiotics of culture, archaeology, environmental history, ethnology, cultural ecology, cultural and social anthropology, human geography, sociology and the psychology of culture, folklore, media and communication studies. Series editorsKalevi Kull Institute of Philosophy and Semiotics, University of Tartu List of figuresThe second commemoration sample of two Estonian dailies, 1989Estonian dailies, , 1994Estonian dailies, and 2009 Information sources in stories on the MRP and related issues, 1989, 1999 and 2009 . 102 Speakers in stories on the MRP and related issues, 1989, 1999 and 2009 . . . . . . . . . 103 Time references in stories on the MRP and related issues, 1989, 1999 and 2009 . . . . 105 Geo-political space in stories on the MRP and related issues, 1989, 1999 and 2009 . . 105 Symbols used in the anniversary journalism of Soviet Estonia (Noorte Hääl 1964, 1969 Õhtuleht 1969 Rahva Hääl 1979) . . . . 117 Narrative of the day of liberating Tallinn (22 September 1944) 'Beautiful Mirka' (Külaline 1910, 20 Feb, 4) . 161 English-Dutch oil king Henri Deterding with his wife (Päewaleht 1929, 31 Jan, 3); golden wedding anniversary couple the Niggols (Päewaleht 1925, 24 Dec, 6) . . . 165 Shoe polish advertisement (Postimees 1925, 11 Oct, 3); fashion drawing (Päewaleht 1922, 26 Aug, 8 Notes on editors and contributorsHalliki Harro-Loit (halliki.harro@ut.ee) is professor of journalism and leads the research group on cultural communication at the Centre of Excellence in the Cultural Theory, University of Tartu, Estonia. She is the author of numerous academic publications and articles on journalism culture. She has been interested in binding qualitative and quantitative methods; her recent academic interest has been in diachronic changes in mediated culture, especially how this can be traced via archived media materials.Valeria Jakobson (valeriajakobson@hotmail.com) is researcher of minority media and audiences at the University of Tartu, Estonia. Her research focuses on minority media development, history representations in the minority media, and the role of the media in the adaptation of the minority in the Estonian state and society.Katrin Kello (katrin.kello@ut.ee) is researcher and doctoral student at the Institute of Journalism and Communication at the University of Tartu, Estonia. Her research currently focuses on conceptions of the aims and functions of history instruction within the context of contested representations of the past.Tiiu Kreegipuu (tiiu.kreegipuu@ut.ee) is researcher in media history at the University of Tartu, Estonia. Her main fields of research are the role(s) of the press in totalitarian societies and Estonian media history under the Soviet occupation.Roosmarii Kurvits (roosmarii.kurvits@ut.ee) is researcher...

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Gender, Consumption and

Cabrera¹

2015

The Blackwell Encyclopedia of Sociology

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The history of modern consumerism has been shaped by gender inequality. During the premodern era most people lacked the necessary surplus in their means of sustenance to engage in substantial consumerism. Moreover, those who did (the upper classes and nobility) enforced rigid social hierarchies that prohibited the lower orders from traversing social boundaries through consumerism (Stearns, 2006). Among the transformations in the social structure brought about by industrialization was the separation between the “public” and “private” spheres. “Productive” activity came to be seen as a public, appropriately masculine, endeavor, while consumption became associated with the private domestic sphere and the purview of women. Although the separation of spheres was more a cultural ideal than historical practice, particularly for many marginalized social groups (African Americans, the poor, immigrants), during the nineteenth and twentieth centuries the association of women with consumption shaped research and theory on consumerism. As is argued here, consumerism today is less feminized, yet it remains a gendered phenomenon. Moreover, this entry will highlight how globalization and technological developments are shaping the ways in which gender and consumerism intersect, and discuss how the ensuing social hierarchies privilege some while disadvantaging others.

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Images of Women in Online Advertisements of Global Products: Does Sexism Exist?

Cited by 95 publications

References 42 publications

A longitudinal analysis of the changing roles of gender in advertising: a content analysis of Super Bowl commercials

A longitudinal analysis of the changing roles of gender in advertising: a content analysis of Super Bowl commercials

The Curving Mirror of Time

Gender, Consumption and

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