Gender portrayals in advertising: stereotypes, inclusive marketing and regulation

Antoniou, Alexandros; Akrivos, Dimitris

doi:10.1080/17577632.2020.1783125

Cited by 9 publications

(5 citation statements)

References 14 publications

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“…However, a specialised marketing strategy can be an effective way to overcome gender stereotypes in advertising. Such a marketing strategy involves actively considering the diversity of gender identities, supporting gender equality, and creating advertising content that reflects a wide range of gender roles and identities (Antoniou and Akrivos, 2020).…”

Section: Man -Appearancementioning

confidence: 99%

Gender stereotypes in Ukrainian advertising texts

Ostapchuk,

Bukina,

Kevliuk

et al. 2024

CMC

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Gender discrimination is an urgent problem that affects various aspects of public life, including advertising. In the context of Ukrainian reality, where transformations and changes are taking place, it is important to identify and understand the presence of gender stereotypes and discriminatory practices in advertising. The purpose of the study is to identify signs of gender discrimination in Ukrainian advertising and develop proposals to overcome it. Methods: analysis, generalisation, systematisation, synthesis. The results of a study of gender discrimination in Ukrainian advertising texts indicate the prevalence of gender stereotypes reflected in advertising campaigns. The study also suggests ways to identify gender discrimination in advertising texts, such as analysing roles, images, language use, and stereotypes. However, now in Ukrainian advertising there is a tendency to rethink views on the advertising product. As a result of the study, the main strategies for overcoming gender discrimination were formed, which included expanding roles, using positive stereotypes, emancipation, cooperation with gender organisations, including self-regulation of the advertising industry, and education to raise public awareness. As a result of the study of gender stereotypes, it was established that modern advertisers tend to understand the importance of building a tolerant and fair society and creating advertising content that positively affects the perception of gender roles and contributes to the development of equal rights for women and men. The results of the study can be useful for advertising agencies, creative teams, and marketers working on creating non-stereotypical advertising campaigns.

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Section: Man -Appearancementioning

confidence: 99%

Gender stereotypes in Ukrainian advertising texts

Ostapchuk,

Bukina,

Kevliuk

et al. 2024

CMC

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“…While men have straddled the work domain more successfully than women, society, especially media, has stereotyped men as "clueless" when handling the home domain (Antoniou & Akrivos, 2020). However, as many men are getting accustomed to basic domestic chores, with more men forced to work from home alongside women during the pandemic, they are breaking the "clueless at home" stereotype (Shaji, 2020).…”

Section: Shedding the "Clueless Man" Imagementioning

confidence: 99%

Emerging Career Realities during the Pandemic: What Does it Mean for Women’s Career Development?

Barhate

Hirudayaraj

2021

Advances in Developing Human Resources

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The Problem Women must often overcome inequitable workplace policies and unsupportive family for career development. Although remote work allows women the freedom to manage both work and family domains, stigma rooted in gender-stereotypes dissuades women from utilizing remote work policies and working flexibly. The Solution Working from home during the pandemic, has led to some erosion of the stigma attached to remote work. Through the work/family border theory, we explore the new realities for employees working remotely and its positive impact on women’s career development. We argue, organizations can promote women’s careers by capitalizing on employee’s positive experiences with remote work during the pandemic, and support women’s career development even after the pandemic. The Stakeholders Stakeholders for this article include colleagues, supervisors, partners, and spouses, who have the power to influence women’s career development, as well as HRD professionals and organizational leaders who implement policies and practices supporting women’s career development.

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“…Male stereotypes and translation in advertising Considerable attention has been dedicated to the study of gender stereotypes in the field of advertising and marketing. Stereotypes refer to the reduction of an individual's identity to a few traits, exaggerating and simplifying them to the extent that no change or development can be done (Antoniou & Akrivos, 2020). An example is the stereotype of Chinese people as conservative whereas American people are open-minded.…”

Section: Literature Reviewmentioning

confidence: 99%

Transcreation Strategies of Male-Related Traits from English Online Fragrance Labels into Chinese: From a Cultural Perspective

Zhu¹,

Ang²,

Rashid³

et al. 2021

IJARBSS

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In recent years, transcreation has been a buzzword in the translation industry and academia. It is defined as a combination of translation and new content creation, with translation used in its traditional sense. Although transcreation strategies have been explored, few studies have addressed whether translation or new content creation predominates in transcreation strategies and the underlying cultural reasons. This study examines the transcreation strategies involved in the Chinese translations of male stereotypes in English online fragrance labels. More specifically, as transcreation strategies can be divided into minimal and marked interventional strategies, this paper examined the cultural reasons underlying marked interventional strategies drawing on the Hofstede model. It adopts a descriptive and interpretive qualitative research method. A non-probability purposive sampling method is used to collect data. Findings illustrate that marked interventional strategies, including addition, substitution and omission, predominate transcreation strategies. Whereas minimal change including direct translation is less. The unveiled cultural reasons suggest the differences of male stereotypes in advertising between China and the US, thus contributing to the research on East-West comparison of male stereotypes. Meanwhile, it will provide implications for translators to deal with male stereotypes in advertising.

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Gender portrayals in advertising: stereotypes, inclusive marketing and regulation

Cited by 9 publications

References 14 publications

Gender stereotypes in Ukrainian advertising texts

Gender stereotypes in Ukrainian advertising texts

Emerging Career Realities during the Pandemic: What Does it Mean for Women’s Career Development?

Transcreation Strategies of Male-Related Traits from English Online Fragrance Labels into Chinese: From a Cultural Perspective

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