Rebellion, modernity, and romance

Tinkler, Penny

doi:10.1016/s0277-5395(00)00165-5

Cited by 5 publications

(3 citation statements)

References 6 publications

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“…Advertising reflects and reinforces societal norms, with changes in advertising indicating societal evolution such that the depiction of women in advertising can change in response to shifting societal roles and epoch‐specific conditions (Acan & Aygenc, 2022; Barak‐Brandes, 2017; Eisend, 2010; Gill, 2009; Grau & Zotos, 2016; Hargrave & Kitch, 2021; Lazar, 2009; Tinkler, 2001a; Wilkes, 2015). Women sometimes employ both masculine and feminine traits to achieve leadership positions (Ha, 2018; King, 2013).…”

Section: Findings Discussion and Direction For Future Researchmentioning

confidence: 99%

“…Women sometimes employ both masculine and feminine traits to achieve leadership positions (Ha, 2018; King, 2013). In the feminist era, college girls symbolized educated women entering the workforce (Hargrave & Kitch, 2021), while women's representation in the tobacco industry served as a form of rebellion (Anderson et al, 2005; Tinkler, 2001a; Tinkler, 2001b; Toll & Ling, 2005). The postfeminist era witnessed the re‐sexualization of women alongside their liberation (Gill & Elias, 2014; King, 2013; Malson et al, 2011).…”

Section: Findings Discussion and Direction For Future Researchmentioning

confidence: 99%

“…Existing literature of female stereotypes in advertising reveals that the portrayal of women in advertising has shifted from traditional and passive (e.g., Arvidsson, 2000;Biehl, 2020;Diabah, 2019;Kitsa & Mudra, 2020;Lin & Yeh, 2009;Lynn et al, 2004;Mager & Helgeson, 2011) to strong, confident, and autonomous roles (e.g., Gill & Elias, 2014;Hsu, 2018;King, 2013;Konstantinovskaia, 2020;Lazar, 2014;Malson et al, 2011). As a result, brand managers Brandes, 2017;Eisend, 2010;Gill, 2009;Grau & Zotos, 2016;Hargrave & Kitch, 2021;Lazar, 2009;Tinkler, 2001a;Wilkes, 2015).…”

Section: Trend 1: Effects Of Female Stereotypes In Advertisingmentioning

confidence: 99%

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Female stereotypes and female empowerment in advertising: A systematic literature review and future research agenda

Gomez‐Borquez,

Török,

Centeno‐Velázquez

et al. 2024

Int J Consumer Studies

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This systematic literature review (SLR) seeks to foster the presence of feminism and women's diversity in advertising through a systematic, transparent, and rigorous framework‐based review and the 4Ws1H (What, Where, Why, and HoW) analysis. The study provides three main contributions. First, it offers an innovative conceptual framework for examining female stereotypes and female empowerment in advertising by categorizing the 21st‐century literature into the four evolutive eras of feminism: prefeminism, feminism, postfeminism, and the fourth wave of feminism. Second, this SLR reveals prevailing research trends, predominant research methodologies, frequently explored geographical regions, and industries of focus while providing a roadmap for future research endeavors. Finally, it acknowledges the lasting impact of femvertising as a response to consumer demands during the fourth wave of feminism and its role in promoting diversity and inclusion in advertising, encompassing disabilities, ethnicity, age, and gender identity. The main research trends uncovered in this study encompass the effects of female stereotypes, the sexualization of women in advertising, attitudes related to the brand, and the exploration of female empowerment. Qualitative methodologies emerged as the dominant approach in this research landscape, with a particular focus on countries boasting high gender equality. Furthermore, industries that predominantly target women in their advertising campaigns, such as fashion, luxury apparel, beauty, and personal care, occupy a central position in the existing body of literature. These findings encourage scholars to embark on future research aligned with the proposed research trends, particularly in regions characterized by lower gender equality and within gender‐neutral or male‐dominated industries.

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