TV commercials as achievement scripts for women

Geis, Florence L.; Brown, Virginia; Jennings, J. A. M.; Porter, Natalie

doi:10.1007/bf00287260

Cited by 68 publications

(70 citation statements)

References 15 publications

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“…For example, when townhouse and apartment dwellers were shown videotaped messages about energy-saving behaviors, they significantly altered their energy-related habits (Winett et al, 1982). Most directly relevant to our work, studies have shown that media portrayals of gender stereotypes directly impact the stereotypes of viewers (e.g., Geis, Brown, Jennings, & Porter, 1984).…”

Section: Discussionmentioning

confidence: 69%

Are the Beautiful Good in Hollywood? An Investigation of the Beauty-and-Goodness Stereotype on Film

Smith¹,

McIntosh²,

Bazzini³

1999

Basic and Applied Social Psychology

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Physically attractive individuals are often viewed more favorably than unattractive people on dimensions that are weakly related or unrelated to physical looks, such as intelligence, sociability, and morality. Our study investigated the role of U.S. films in this "beauty-andgoodness" stereotype. In Study 1, we established that attractive characters were portrayed more favorably than unattractive characters on multiple dimensions (e.g., intelligence, friendliness) across a random sample from 5 decades of top-grossing films. The link between beauty and positive characteristics was stable across time periods, character sex, and characters' centrality to the plot. Study 2 established that exposure to highly stereotyped films can elicit stronger beauty-and-goodness stereotyping. Participants watching a highly biased film subsequently showed greater favoritism toward an attractive graduate school candidate (compared with ratings of an unattractive candidate) than participants viewing a less biased film.The quality of these films is completely beside the point, as they are only required to loyally express my personal worldview-punish the wicked, reward the attractive, and have as little to do with reality as possible.-Libby Gelman-Waxner (1997; italics added) Looks may not be everything, but physical good looks usually work in one's favor. Such is the conclusion of a quarter century's worth of research on physical attractiveness (PA) effects. Do the mass media encourage or reinforce the pervasive stereotypes that link beauty and positive traits?Much of the work on the beauty-and-goodness stereotype was triggered by the report of K. K. Dion, Berscheid, and Walster (1972), who found that "what is beautiful is good" in the eyes of many observers. In a variety of studies conducted since that time, physical good looks have been found to elicit many favorable reactions. Perhaps not surprisingly, people view physically attractive individuals as more desirable romantic partners (Suman & Kureshi, 1988). In addition, good-looking people are judged less likely to commit criminal acts (Saladin, Saper, & Breen, 1988), attractive defendants are more likely to receive lenient verdicts in mock trials (Castellow, Wuensch, & Moore, 1990), attractive infants are rated more favorably than less attractive ones (Karraker & Stern, 1990), good-looking children are judged to be more socially and academically capable tban less physically appealing ones (Kenealy, Frude, & Shaw, 1988), grade school children prefer attractive teachers to unattractive teachers (Hunsberger & Cavanagb, 1988), and perhaps more alarming, mock jurors recommend harsher punishments for defendants who have raped an attractive woman than those who raped an unattractive woman (Kanekar & Nazareth, 1988). The bias toward the physically attractive can also help explain why researchers have found in several studies that good-looking people tend to earn higher incomes than unattractive peers (Frieze, Olson, & Russell, 1991;Roszell, Kennedy, & Grabb, 1990;Umberson & Hughes...

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Section: Discussionmentioning

confidence: 69%

Are the Beautiful Good in Hollywood? An Investigation of the Beauty-and-Goodness Stereotype on Film

Smith¹,

McIntosh²,

Bazzini³

1999

Basic and Applied Social Psychology

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“…were exposed to traditional stereotypes had more self-confidence and conformed less (Geis, Brown, Jennings, & Porter, 1984;Jennings, Geis, & Brown, 1980). However, little or no research that examines whether the context in which these beauty types appear will influence ratings of attractiveness has been conducted.…”

Section: Prior Research On Body Size and Women In Advertisementsmentioning

confidence: 93%

When will larger‐sized female models in advertisements be viewed positively? The moderating effects of instructional frame, gender, and need for cognition

Peck

Loken

2004

Psychology and Marketing

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A variety of negative consequences for girls and women have been associated with women's and men's viewing unrealistic portrayals of women in advertising. However, research on the positive consequences of presenting larger-sized women in advertisements, and the conditions under which they are effective, has been lacking. The present research examined such positive effects and found that larger-sized female models in ads were rated as more attractive when an instructional frame activated nontraditional beliefs (a new women's magazine that features larger-sized models) than when it activated traditional beliefs (a traditional women's magazine). These effects were more pronounced for women than for men, and particularly for women who scored higher in their need for cognition. The degree to which women generated positive thoughts about themselves in response to the ads tended to correspond with their ratings of increased attractiveness of the models in the ads. Implications of findings for using positive larger-sized female models in ads are discussed.

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“…The gender stereotyping is built in an unconscious level with a lot of beliefs about men and women behaviours and their roles in society (Geis et al, 1984). The social change in the last century allowed that men and women become with fewer differences in their roles, then more similar, (López-Sáez, et al, 2008).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…So, if through gender stereotyping unconscious beliefs were formed dictating men and women's behaviour, as well as their expertise in society (Geis et al 1984), advertisement, especially television ads, exert a strong social pressure to create a stereotyped vision of the world and society, especially resulting to gender stereotyping (Pereira & Verissimo, 2008).…”

Section: Gender Stereotyping In Advertisementmentioning

confidence: 99%

Gender Stereotyping, Sex and Violence in Portuguese and Spanish Advertisement

et al. 2013

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This study analyses the gender stereotypes, sex and violence in advertisements in all media except radio, from Portugal and Spain. We have conducted this study after ascertaining that gender stereotypes, as well as sexual and violent scenes, are embedded in advertisement as a formula to increase the possibility of remembering them. This advertisement analysis explores gender stereotyping, sex and violence, both for the Portuguese and Spanish advertisement market. We used a sample of 245 messages from Portuguese and Spanish advertising and a specific grid for this analysis from. We used all media, except radio, between July and November of 2008. The messages were selected from the following categories of products: foods and non-alcoholic beverages, cars and accessories, restaurants and commercial spaces, financial services and insurance, household products, electronic devices and communications, clothes and alcoholic beverages. These ads messages were select with a criterion of the characters. All messages must have at least one character, male or female. The messages were selected from the following categories of products: foods and non-alcoholic beverages, cars and accessories, restaurants and commercial spaces, financial services and insurance, household products, electronic devices and communications, clothes and alcoholic beverages. These ads messages were select with a criterion of the characters. All messages must have at least one character, male or female. The results in Portugal and Spain about gender stereotypes are in line with previous advertising studies from different countries across the years, showing that it prevails despite the change in women´s role in the world. However, there were practically no situations of discrimination of women or placing them in subordinate roles to men. The results also show us that sex and violence are in a lower level in the advertising of Portugal and Spain. advertising messages from (all) media -Television 83 -Press -149 -Outdoor 9 -Internet 4. The TV ads were found from 200 hours watched in prime time, (between July and November of 2008 in all broadcast in open signal in Portugal, and Spain, the press ads were found from 300 titles consulted, between July and November of 2008, 22 mensal review, 5 weekly review like, and diary and weekly press, the Internet ads were found from 90 visits to the sites with more visits in Portugal and Spain, between July

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TV commercials as achievement scripts for women

Cited by 68 publications

References 15 publications

Are the Beautiful Good in Hollywood? An Investigation of the Beauty-and-Goodness Stereotype on Film

Are the Beautiful Good in Hollywood? An Investigation of the Beauty-and-Goodness Stereotype on Film

When will larger‐sized female models in advertisements be viewed positively? The moderating effects of instructional frame, gender, and need for cognition

Gender Stereotyping, Sex and Violence in Portuguese and Spanish Advertisement

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