An examination of gender role portrayals in television commercials in Romania: A gender of nations approach

Stoica, Michael; Miller, Darryl W.; Ardelea, Dan

doi:10.1080/13527260903448501

Cited by 8 publications

(9 citation statements)

References 23 publications

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“…The media often reinforce this stereotype by depicting hyper-masculine men as prototypes of what it means to be a "real man." Particularly in video games, male characters are portrayed as being physically more aggressive and violent than female characters (Beasley & Standely, 2002;Dietz, 1998). Even in magazine ads for video games, male characters are portrayed as more aggressive and violent than female characters (Dill & Thill, 2007).…”

Section: Introductionmentioning

confidence: 99%

Effects of playing a violent video game as male versus female avatar on subsequent aggression in male and female players

Yang

Huesmann

Bushman

2014

Aggressive Behavior

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Previous research has shown that violent video games can increase aggression in players immediately after they play. The present research examines the effects of one subtle cue within violent video games that might moderate these effects-whether the avatar is male or female. One common stereotype is that males are more aggressive than females. Thus, playing a violent video game as a male avatar, compared to a female avatar, should be more likely to prime aggressive thoughts and inclinations in players and lead to more aggressive behavior afterwards. Male and female university students (N = 242) were randomly assigned to play a violent video game as a male or female avatar. After gameplay, participants gave an ostensible partner who hated spicy food hot sauce to eat. The amount of hot sauce given was used to measure aggression. Consistent with priming theory, results showed that both male and female participants who played a violent game as a male avatar behaved more aggressively afterwards than those who played as female avatar. The priming effects of the male avatar were somewhat stronger for male participants than for female participants, suggesting that male participants identified more with the male avatar than did the female participants. These results are particularly noteworthy because they are consistent with another recent experiment showing that playing a violent game as an avatar with a different stereotypically aggressive attribute (black skin color) stimulates more aggression than playing as an avatar without the stereotypically aggressive attribute (Yang et al., 2014, Social Psychological and Personality Science).

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Section: Introductionmentioning

confidence: 99%

Effects of playing a violent video game as male versus female avatar on subsequent aggression in male and female players

Yang

Huesmann

Bushman

2014

Aggressive Behavior

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“…The high proportions may be due to the idea already mentioned that global advertisers think they need to portray conservative, classic styles so as not to offend or be perceived as silly (Stoica et al, 2011). The findings illuminate an opportunity for marketers to employ more progressive styles, if the target market is open to them, to break through the clutter and attract attention.…”

Section: Beauty Typesmentioning

confidence: 73%

“…Romania is in transition, moving from a centrally planned socialist system where consumer advertising was absent, to a market-based economy that is increasingly integrated into global activities (Stoica, Miller, & Ardelea, 2011 (Stoica et al). Outdoor advertising, in particular, is thriving and companies are using the latest sophisticated technologies (Stoica et al).…”

Section: Eastern Europementioning

confidence: 99%

“…As males are also starting to be seen in unflattering stereotypical images in the media (Stoica et al, 2011), a review of their portrayals in terms of attractiveness is important (Englis et al, 1994), and would provide contrast to women's depictions. For studies involving Latin cultures, identifying and analyzing dimensions of machismo, such as how men and women are shown in authoritarian, virility, and protective portrayals, would add to the literature.…”

Section: Limitations and Future Studiesmentioning

confidence: 99%

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Looking through Outdoor Advertising Images for Beauty in Argentina, Chile, Hungary, and Romania

Morris

2017

Journal of Promotion Management

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This investigation expands scholarship on beauty and cross-cultural communication through the unique perspective of outdoor advertising. With a content analysis method 1,700 portrayals of men and women in outdoor advertisements, from four different cultures, including Argentina, Chile, Hungary, and Romania, were examined through a framework of advertising and consumer culture, globalization, and theories of beauty. The findings reveal differences across cultures and that beauty ideals are culture specific. Implications are important for practitioners in marketing communications to better understand subtle cultural variations in order to develop effective promotional programs required in the globalized economy.

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“…Advertising has been the target of an ongoing criticism since youth-centered marketing approaches were used in commercials to prompt the consumers' favorable attitudes towards products. Indeed, the under-representation and, in some cases, the absence of older people in advertising could be a reflection of the internalized stereotypes regarding seniors (Swayne & Greco, 1987;Robinson, Popovich, Gustafson & Fraser, 2003) as well as an indicator of the visual discriminatory practices (Loos & Ivan, 2018) of older people within a society. Many of the early studies (Petersen, 1973;Arnoff, 1977;Gerbner, et al, 1980;Davis & Westbrook, 1985;Ursic, Ursic & Ursic, 1986;Schreiber & Boyd, 1980) argued that the negative portrayal of elderly is an effect cultivated by the media content and representations.…”

Section: Advertising Models For Silver Consumersmentioning

confidence: 99%

Advertising Challenges in the Ageing Society: The Preferences of the Regular Gym-goers towards Age Portrayals in Advertising

2018

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Research studies from various disciplines including sociology, psychology, social psychology, marketing, advertising and media research have analyzed the representation of old-aged people in advertising, as well as the consumers’ habits of a targeted population aged 50 and over. Despite the availability of data on inappropriate depiction of seniors in media (including advertising), little research has been done so far to understand which are the seniors’ preferences regarding their portrayal in certain advertising campaigns. The aim of the current study was to explore the preferences of middle-aged adults toward the representation of old age in advertising. Specifically, we tested whether there is a relationship between the preferences of Romanians gym-goers (45-60 years) on age-related advertising and their body image. The results showed that the middle-aged adults prefer models that do not necessary match their age, that is the young older model. Our data also revealed that the choices for age representations in advertising were not associated with respondents’ body image emotions in certain contexts or situations. No significant relationship between body image and preference towards age-related representations in advertising was obtained. Additionally, the analysis of the data also revealed that compared to men, women are more likely to express displeasure with their body weights, and they believe the body image strongly impacts their self-esteem during life.

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An examination of gender role portrayals in television commercials in Romania: A gender of nations approach

Cited by 8 publications

References 23 publications

Effects of playing a violent video game as male versus female avatar on subsequent aggression in male and female players

Effects of playing a violent video game as male versus female avatar on subsequent aggression in male and female players

Looking through Outdoor Advertising Images for Beauty in Argentina, Chile, Hungary, and Romania

Advertising Challenges in the Ageing Society: The Preferences of the Regular Gym-goers towards Age Portrayals in Advertising

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