The Influence of Spokespersons in Altering a Product's Gender Image: Implications for Advertising Effectiveness

Debevec, Kathleen; Iyer, Easwar S.

doi:10.1080/00913367.1986.10673033

Cited by 109 publications

(97 citation statements)

References 12 publications

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“…Debevec and Iyer (1986) matched spokesperson sex with a product that was perceived as traditionally male, female or neutral in terms of image. They posited that conformity to societal expectations would override gender identity differences.…”

Section: Gender Identitymentioning

confidence: 99%

Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models

Martin

Gnoth

2009

Mark Lett

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show that the gender identity of men influences their responses to advertisements featuring a masculine, feminine or androgynous male model. In addition, we explore the extent to which men feel they will be classified by others as similar to the model as a mechanism for these effects. Specifically, masculine men respond most favorably to masculine models and are negative towards feminine models. In contrast, feminine men prefer feminine models when their private self is salient. Yet in a collective context, they prefer masculine models. These experiments shed light on how gender identity and selfconstrual influence male evaluations and illustrate the social pressure on men to endorse traditional masculine portrayals. We also present implications for advertising practice.

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Section: Gender Identitymentioning

confidence: 99%

Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models

Martin

Gnoth

2009

Mark Lett

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“…We have only been able to identify three experimental studies of this kind. Debevec and Iyer (1986) as well as Garst and Bodenhousen (1997) and Zawisza and Cinirella (2010) indicated the greater effectiveness of men's non-traditional gender role portrayal as an advertising strategy. These findings are seemingly counter-intuitive, given the often observed negative reactions to non-traditional gender role performance, be it among men or women (e.g.…”

Section: Are Traditional or Non-traditional Male Portrayals More Effementioning

confidence: 99%

“…gender attitudes, ideology, identity and career orientation) in determining the effectiveness of advertising is ambiguous (e.g. Barry, Gilly, & Doran, 1985;Bellizzi & Milner, 1991;Debevec & Iyer, 1986;Duker & Tucker, 1977;Ford & Latour, 1993;Garst & Bodenhausen, 1997;Whipple & Courtney, 1980;Worth, Smith, & Mackie, 1992). Palan (2001), Wolin (2003), and Zawisza and Cinnirella (2010) provide useful overviews to this research.…”

Section: Research and Theorizing Concerning The Role Of Gender Attitumentioning

confidence: 99%

“…Some of this research can be reinterpreted as a result. Debevec and Iyer (1986), for example, posited that 'novelty' plays a role in increasing the effectiveness of non-traditional advertisement strategies. Yet, it is doubtful that novelty alone is sufficient to increase their effectiveness.…”

Section: Stereotype Content Hypothesis Holds Across Three Courtiers: mentioning

confidence: 99%

“…Through revealing the potential role of egalitarian norms on the relation between gender attitudes and the effectiveness of gendered advertisements, the present research suggests when gender attitudes will be less predictive of advertisement effectiveness. It is possible that studies failing to reveal advertisement type × gender attitude interaction effects (Bellizzi & Milner, 1991;Debevec & Iyer, 1986;Duker & Tucker, 1977;Garst & Bodenhausen, 1997;Whipple & Courtney, 1980;Zawisza & Cinnirella, 2010) were conducted in more egalitarian contexts than those that did detect such effects (Barry et al, 1985;Ford & Latour, 1993). Indeed Debevec and Iyer (1986), as well as Bellizzi and Milner (1991), explained the lack of support for the match hypothesis in their respective studies as due to the liberal attitudes of their participants.…”

Section: The Match Hypothesis Is Restricted By the Strength Of Egalitmentioning

confidence: 99%

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Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa

Zawisza

Luyt

Zawadzka

et al. 2016

Journal of Gender Studies

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Advertisers shy away from using non-traditional (vs. traditional) male gender portrayals even though theory suggests they may be more effective cross-nationally. Two main hypotheses were tested cross-nationally for the first time. H1: 'paternalistic' male stereotypes (e.g. Househusband) would be more effective than 'envious' male stereotypes (e.g. Businessman) across countries confirming the stereotype content model (SCM). H2: the match between initial male gender role attitudes and advertisement type would increase advertisement effectiveness only in countries with relatively low egalitarian norms (i.e. Poland and South Africa). A cross-national study was conducted through the use of student samples following a 3(country: United Kingdom, Poland and South Africa) × 2(advertisement type) × (gender attitude) mixed design (N = 373). A three-way multivariate analysis of variance showed support for H1 and partial support for H2 (i.e. the second hypothesis held on purchase intent and for South Africa). The study provides evidence for the cross-national applicability of the SCM to advertising and the limited predictive value of gender attitudes for purchase intent depending on country. Thus, contrary to mainstream advertising practices, breaking male gender stereotypes does appear to pay cross-nationally. Theoretical and practical implications alongside the potential for change in practices are discussed

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Advertising: The contribution of applied cognitive psychology

Furnham

2018

Applied Cognitive Psychology

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This paper looks at the contribution of applied cognitive psychology primarily to the research on advertising. The first issue is to attempt to define and specify the unique contribution of applied, as opposed to "pure," cognitive psychology to this research area. Next, the issue of the medium of message delivery is discussed. The importance of program involvement and mood impact on memory for advertisements is then reviewed. The major part of the review looks at the influence of humor, sex, violence, and unconventional sex roles in advertisements on their impact on viewer's memory.An attempt is made to document important and replicated findings in this area.Finally, some effort is made to consider future avenues of research.

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The Influence of Spokespersons in Altering a Product's Gender Image: Implications for Advertising Effectiveness

Cited by 109 publications

References 12 publications

Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models

Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models

Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa

Advertising: The contribution of applied cognitive psychology

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