User:Abf2898/sandbox

Hi! I am pursuing a psychology major with an interest in becoming a clinical psychologist. I am potentially interested in topics pertaining to Hollywood or other forms and specifics of media in women and gender studies.

Gender Advertisement

Resources:

Cambronero-Saiz, B. (2013). Gender policies and advertising and marketing practices that affect womens health. Global Health Action, 6(1), 20372. doi: 10.3402/gha.v6i0.20372

Gentry, J., & Harrison, R. (2010). Is advertising a barrier to male movement toward gender change? Marketing Theory, 10(1), 74–96. doi: 10.1177/1470593109355246

Eisend, M., Plagemann, J., & Sollwedel, J. (2014). Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous Advertising and Its Consequences for Advertising Effectiveness. Journal of Advertising, 43(3), 256–273. doi: 10.1080/00913367.2013.857621

Chu, K., Lee, D.-H., & Kim, J. Y. (2015). The effect of non-stereotypical gender role advertising on consumer evaluation. International Journal of Advertising, 35(1), 106–134. doi: 10.1080/02650487.2015.1110942

Matthes, J., Prieler, M., & Adam, K. (2016). Gender-Role Portrayals in Television Advertising Across the Globe. Sex Roles, 75(7-8), 314–327. doi: 10.1007/s11199-016-0617-y

Huhmann, B. A., & Limbu, Y. B. (2016). Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general. International Journal of Advertising, 35(5), 846–863. doi: 10.1080/02650487.2016.1157912

Behm-Morawitz, E. (2014). Examining the intersection of race and gender in video game advertising. Journal of Marketing Communications, 23(3), 220–239. doi: 10.1080/13527266.2014.914562

Draft:

(To go under "Gender displays in advertising" header, in a subsection, yet to be named)

Multiple studies research on how specific genders are portrayed in advertisements. One of such studies, Gender-Role Portrayals in Television Advertising Across the Globe, a 2016 article written by Jörg Matthes, Karoline Adam, and Michael Prieler, underwent a comprehensive study of 13 countries' samples of advertisements and researched various aspects of their construction. The study found that in all sampled advertisements with a "primary character", 50.7% of the roles were held by women, with only 2 of the countries studied, Brazil and South Korea, having percentage pairs of one gender higher than 60% and the other lower than 40%. The study also found that in all sampled advertisements with a "voiceover", 61.8% of them were roles played by exclusively males, with only 2 of the countries studied, France and the United Kingdom, having women with more exclusive voiceovers in the sampled advertisements than men.

A 2010 study on marketing entitled, Is Advertising a barrier to male movement toward gender change?, analyzed commercials during programs targeted to different audiences to examine the portrayal of gender roles to different consumers. The study concluded that in the majority of the different programs and subsequent target audiences researched, men were portrayed with traditionally masculine roles and properties. For example, research found more than 100 advertisements during sports coverage targeted towards men portrayed men as a part of a family, but only 7 of those portrayed said men with emotional aspects and connections with the children in their family. The study also found that in 225 advertisements directed towards children, 7 of them portrayed the role of a father, with 20 of them portraying the role of a mother. Furthermore, the same study found that in 200 commercials during programming directed towards women, only 2 of the advertisements depicted fathers in a supportive role with children.