Beyond gender stereotypes: the missing women in print advertising

Shinoda, Luciana Messias; Veludo‐de‐Oliveira, Tânia Modesto; Pereira, Inês

doi:10.1080/02650487.2020.1820206

Cited by 26 publications

(15 citation statements)

References 46 publications

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“…However, recent research shows how the use of certain stereotypes has remained consistent over time in the U.S. (Wu et al 2022). Advertising studies focused outside the U.S. demonstrate that the use of racial stereotypes also persists in South American (e.g., Shinoda et al 2021), European (Mogaji 2015), and African (Luyt 2012) advertising contexts. However, despite the wealth of insights brought by content analyses, most employed a quantitative approach which tends to privilege quantification over deeper meaning-making (i.e., power and intersectional analyses) made possible by qualitative and critical approaches (see Devi Prasad 2019;Gopaldas and DeRoy 2015;Thomas 2013;Wu et al 2022).…”

Section: A Brief Overview Of Research On Race In the Advertising Lite...mentioning

confidence: 99%

Perspectives: race and advertising: conceptualizing a way forward through aesthetics

Thomas

Johnson

Grier

2023

International Journal of Advertising

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As brands and advertisers worldwide are claiming to be reviewing the ways they represent race, this conceptual piece provides a call to action for international advertising researchers to also reassess how they engage and analyze race. Our goal is threefold: 1) provide an abbreviated assessment of the current body of advertising literature involving race and advertising and summarize its insights and lacunae; 2) expand the conceptualization of race currently held in advertising research by proffering a racial aesthetics framework that examines what race is and how it is reified through advertising (i.e. white supremacy; racial respectability; racial pride; race as biology; colorblind/post-racial; hyper-racial) and 3) illustrate how our conceptualization can support a more robust and informative body of research. Our intention in these three endeavors is not to provide an exhaustive accounting, rather we purposely paint with broad strokes to invite fellow researchers to deepen, broaden, and reimagine future research on race and advertising.

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Section: A Brief Overview Of Research On Race In the Advertising Lite...mentioning

confidence: 99%

Perspectives: race and advertising: conceptualizing a way forward through aesthetics

Thomas

Johnson

Grier

2023

International Journal of Advertising

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“…Means in the same row that do not share superscripts differ at the p < 0.05 in the Duncan test for honestly significant differences. ÃÃÃ p < 0.001 a < b < c Source: Authors' own work can backfire (Gill and Lei, 2018;Shinoda et al, 2021). Indeed, many non-profit and government organisations are aiming to bridge the gender gap and increase women's participation in the workforce (Goh, 2020).…”

Section: Managerial Implicationsmentioning

confidence: 99%

“…Firstly, there are significant implications for retailers in the areas connected to the female economy. Due to its importance, a number of researchers have suggested that outdated marketing narratives portraying female stereotypes can backfire (Gill and Lei, 2018; Shinoda et al , 2021). Indeed, many non-profit and government organisations are aiming to bridge the gender gap and increase women’s participation in the workforce (Goh, 2020).…”

Section: Managerial Implicationsmentioning

confidence: 99%

Segmenting the Malaysian female young adolescent market based on gender roles and identities

Tan

Chan

Tan

2023

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Purpose This paper aims to understand the importance of young female consumers in Asia as a market and propose strategies for retail marketers to effectively engage with them while respecting their evolving gender roles and identities. Design/methodology/approach Data are derived from self-administered questionnaires completed by Malaysian female secondary school students aged 13 to 19. Using statements about gender roles and identities, the authors first segment respondents based on their perceptions of ideal female gender roles and identities and subsequently investigate each segment’s shopping orientation. Findings This study identifies four segments of young female consumers based on gender identity: civic intellectuals, presentable intellectuals, career-oriented and family-oriented. While young female young consumers with higher presentable intellectual traits are more likely to go window shopping (recreational shoppers), those with higher civic intellectual traits are more inclined to look for things they wish to buy and spend less time doing so (utilitarian shoppers). Practical implications Marketers and retailers should continue to use profiling of young female customers to predict the psychological changes related to societal and economic changes. Merely focusing on females’ appearance and family responsibilities may no longer be relevant due to the evolving social order. This implication is especially critical for marketers and retailers targeting the female market. Originality/value The results of this study will have important theoretical and managerial implications for marketers and retailers interested in understanding the changing needs and beliefs among young female consumers and how these impacts their shopping orientation.

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“…The dynamic interaction between society and advertising was pointed out by Pollay (1986, p. 18): "Advertising is without a doubt a formative influence in our culture", and continues to be supported by recent research, such as by Akestam et al (2017) or McDonald et al (2020), who assert that advertising reflects the times as well as social norms. In the same way that values change, advertising adapts and connects with the society on which it depends (Shinoda et al, 2021). In particular, the treatment of women in advertising and the representation of stereotypes and roles, as well as women's evolution and ability to contribute to their empowerment, has been extensively explored (Grau & Zotos, 2016), even introducing the concept of femvertising by Bahadur (2014).…”

Section: Introductionmentioning

confidence: 99%

Queervertising: An empowerment tool for the gay men and lesbian community

Iglesias-Sánchez

Jambrino-Maldonado²,

Pedrosa³

et al. 2023

F1000Res

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Background: Today’s society clams to be more inclusive, but there has been a lack of practical examination of this area. This study analyses how advertising and society interact and evolve in parallel, with advertising seeking to balance more traditional representations – in accordance with the Mirror Theory – with mainstreaming, which can influence social change. In this case, analysis is focused on the homosexual community. Methods: A content analysis of audiovisual advertising in Spain from the 1960s to 2021 is carried out in addition to a review of historical milestones and legislation. Results: The results evidence the transformation of advertising. The main findings show a shift from the total invisibility of the gay men and lesbian community in the 1960s to effective and respectful integration today. Conclusions: Queervertising is proposed as a new theoretical concept as the result of gender and sexual diversity being identified in advertising over time. The inclusion of gay men and lesbians in advertising is a current trend that, moreover, offers a challenge for brands. Although this turnaround in advertising creativity should be highlighted and recognized as being to some extent responsible for changes and social evolution, the commercial messages which are found today are still not always disruptive or excessively explicit, in order to avoid some rejection by audiences.

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Beyond gender stereotypes: the missing women in print advertising

Cited by 26 publications

References 46 publications

Perspectives: race and advertising: conceptualizing a way forward through aesthetics

Perspectives: race and advertising: conceptualizing a way forward through aesthetics

Segmenting the Malaysian female young adolescent market based on gender roles and identities

Queervertising: An empowerment tool for the gay men and lesbian community

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