The portrayal of women in advertising: An overlooked area of societal marketing

Brown, Stephen; El-Ansary, Adel I.; Darsey, Nancy

doi:10.1007/bf02729770

Cited by 5 publications

(4 citation statements)

References 3 publications

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“…Women's groups claiming that women were portrayed in a false and discriminating fashion by the advertising industry served as the catalyst for research interest in the issue (Brown, El-Ansary, and Darsey 1976). Since the emergence of the concept of societal marketing in the 1970s, scholars from many disciplines, including marketers, sociologists, broadcast researchers, and organized feminists, have initiated studies to examine the portrayal of women in advertising.…”

Section: Literature Reviewmentioning

confidence: 99%

Gender Images in State Tourism Brochures: An Overlooked Area in Socially Responsible Tourism Marketing

Sirakaya

Sönmez

2000

Journal of Travel Research

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Abstract:The purpose of this article is to examine photographs (pictorial displays) presented in state tourism promotional materials for gender depictions within Goffman"s framework. Specifically, the study investigated latent (i.e., facial expressions, gestures) and manifested (i.e., roles, activities) characteristics delineating relationships between men and women and the roles and meanings associated with these depictions. The results suggest that women are depicted in "traditional stereotypical" poses (i.e., subordinate, submissive, dependent) disproportionately more often than men. These findings suggest that tourism advertisers and destination promoters need to be aware of both the subtle and more blatant visual cues that depict the relationship between men and women in tourism advertisements. Article:Aware of the economic contribution of tourism to local economies, destinations around the globe spend billions of dollars on tourism advertising to capture larger shares of the tourism market in an effort to fulfill their tourism potential. In the United States alone, according to a recent report, state tourism offices allocated $478.7 million for promotion in 1997-98; total advertising for U.S. travel and tourism in 1996 was nearly $1.03 billion (U.S. Travel Data Center 1998). Because public monies are spent in search of new tourist dollars, legislators and taxpayers are increasingly holding state tourism divisions accountable (Perdue and Gustke 1992;Schoenbachler et al. 1995). Accountability research has traditionally consisted of conversion studies that deal with the proportion of a dollar converted to tourism purchases as a result of exposure to a specific advertising message. While some advertising agencies might have conducted proprietary research on the topic, little scholarly work has been published that discusses the appropriate format, content, and design needed to increase the effectiveness of promotional messages (Gilbert and Houghton 1991). Published tourism research too often has concentrated on traditional concepts such as the meaning and impact of a tourism setting (sun, sea, sex, and sand) on perceived vacation experiences (e.g., Olsen, McAlexander, and Roberts 1986;Uzzell 1984). The portrayal of tourists in tourism settings and the extent to which tourists are influenced by images of people have not been studied. Research in this area might help destination promoters and tourism offices to theme their promotional messages more effectively toward the intended target market and thereby increase dollar conversions. Because visual advertising (e.g., television and photographs) plays an indispensable role in promotional campaigns, among other types of advertising strategies (Schmitt 1994), the focus of this study is on visual travel promotional literature.Women"s role and status in both the family and society have evolved dramatically in the United States since the 1940s. Women have entered the labor force in substantial numbers and assumed a variety of professional and managerial positions that ...

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Section: Literature Reviewmentioning

confidence: 99%

Gender Images in State Tourism Brochures: An Overlooked Area in Socially Responsible Tourism Marketing

Sirakaya

Sönmez

2000

Journal of Travel Research

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“…Brown & EI-Ansary, [7] in their study "The Portrayal of Women in Advertising: An Overlooked Area of Societal Marketing," discovered that women are frequently depicted as housewives or in low-level occupations. Advertisements often featured young housewives in domestic settings or portrayed women as sex objects, dressed as stewardesses, secretaries, or military personnel.…”

Section: Literature Reviewmentioning

confidence: 99%

Empowering Narratives: Exploring the Impact of Kotak General Insurance's 'Drive Like a Lady' Campaign on Shifting Perceptions of Female Empowerment

Verma,

Gupta

2024

J. Educ. Soc. Behav. Sci.

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Amid India's evolving societal landscape, this study delves into the profound influence of Kotak General Insurance's 'Drive Like A Lady' campaign on reshaping perceptions of female empowerment and aspirations. Central to the campaign is the portrayal of Surekha Yadav, India's first female loco pilot, whose journey embodies resilience and determination. By spotlighting Yadav's story and celebrating women who drive change, the campaign aims to instill empowerment and possibility among its audience. The literature review section provides a thorough examination of relevant literature surrounding gender stereotypes, biases, and the role of advocacy campaigns in driving social change. The methodology section outlines the research approach adopted to analyze the 'Drive Like A Lady' campaign. This section discusses the theoretical underpinnings guiding the analysis and the conceptual framework employed. Drawing on theories such as the Hypodermic Theory and the Habermas Public Sphere Theory, it offers a conceptual framework for understanding the transformative potential of initiatives like the 'Drive Like A Lady' campaign in challenging ingrained societal norms and fostering inclusivity. It emphasizes the use of qualitative analysis, and content analysis, to examine the campaign's effectiveness in reshaping cultural narratives surrounding female achievement and ambition. In the results section, the findings of the study are presented, highlighting the campaign's effectiveness in challenging biased stereotypes and inspiring young girls to pursue ambitious goals. Through content analysis and exploration of existing literature, the research uncovers how the campaign's storytelling strategies and celebration of female role models foster a more inclusive and aspirational societal narrative. Additionally, the study examines the campaign's resonance across diverse demographic groups, probing its ability to surpass cultural boundaries and resonate with individuals from varied socio-economic backgrounds. Finally, the conclusion synthesizes the key insights from the study, emphasizing the significant impact of the 'Drive Like A Lady' campaign as a catalyst for reshaping cultural norms and empowering the next generation of women to dream big and defy societal limitations. It underscores the transformative power of advocacy campaigns in driving social change and recommends further research to explore the long-term implications of such initiatives on gender equality in India.

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“…Experts like Peters [15] have advised companies to focus their strategies towards women, as this market segment is an excellent business opportunity for any organization [15]. Women are still a depreciated segment in terms of advertisements and in various commercial groups, even though they represent more than half of the world's population and are responsible for an important part in purchasing decisions [16,17].…”

Section: Woman's Consumer Behaviormentioning

confidence: 99%

What do women like? A quantitative study of the female behavior of sparkling wines consumers

De Oliveira Dornelles,

Silva Farias,

Sabbado Flores

2022

WEP

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The purpose of this paper is to investigate the purchase process of the sparkling wines female consumers, in order to understand the variables that influence the purchase process of this product. The consumer behavior in the purchase decision process is one important topic of the marketing studies, to the extent that it helps to explain how decisions are made and what elements determine them, it can support strategic marketing decisions. The importance of gender segmentation has been highlighted in several studies; in addition, women have made most purchases and their influence in purchase decision has been highlighted. This study uses data from a survey carried out on a representative sample of 1,003 female consumers from Brazil. It was used a five levels Likert scale; Independent tests and correspondence analyses were performed. The study could identify the five main factors influencing the choice. Also, the results contribute to elucidate points such as confidence to choose and consumption occasions and contexts.

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The portrayal of women in advertising: An overlooked area of societal marketing

Cited by 5 publications

References 3 publications

Gender Images in State Tourism Brochures: An Overlooked Area in Socially Responsible Tourism Marketing

Gender Images in State Tourism Brochures: An Overlooked Area in Socially Responsible Tourism Marketing

Empowering Narratives: Exploring the Impact of Kotak General Insurance's 'Drive Like a Lady' Campaign on Shifting Perceptions of Female Empowerment

What do women like? A quantitative study of the female behavior of sparkling wines consumers

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