Gender portrayals revisited: searching for explicit and implicit stereotypes in Cypriot magazine advertisements

Tsichla, Eirini; Zotos, Yorgos

doi:10.1080/02650487.2016.1189250

Cited by 32 publications

(29 citation statements)

References 62 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Sexism portrays women as inferior to men in their abilities and potential (Furnham & Paltzer, 2010;Lysonski, 1985). In advertising, sexism is manifested when women are shown in traditional roles, such as caretakers and/or exalting their bodies as decorative or sexual objects (Giddens, 1991;Glik & Fiske, 2011;Mackay & Covell, 1997;Plakoyiannaki et al, 2008;Tsichla & Zotos, 2016). In contrast, advertising treats men differently, showing them as professionals, having authority, performing activities outside the home, associated to leadership and competence (Del Moral, 2000;Tsichla & Zotos, 2016;Luengas & Velandia-Morales, 2012;Plakoyiannaki et al, 2008;Kim & Lowry, 2005;Cuddy, Norton & Fiske, 2005;Vianello & Caramazza, 2002).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…In advertising, sexism is manifested when women are shown in traditional roles, such as caretakers and/or exalting their bodies as decorative or sexual objects (Giddens, 1991;Glik & Fiske, 2011;Mackay & Covell, 1997;Plakoyiannaki et al, 2008;Tsichla & Zotos, 2016). In contrast, advertising treats men differently, showing them as professionals, having authority, performing activities outside the home, associated to leadership and competence (Del Moral, 2000;Tsichla & Zotos, 2016;Luengas & Velandia-Morales, 2012;Plakoyiannaki et al, 2008;Kim & Lowry, 2005;Cuddy, Norton & Fiske, 2005;Vianello & Caramazza, 2002). According to Plakoyiannaki et al (2008) and Tsichla & Zotos (2016) stereotypical female roles have been categorized into three groups: women in traditional roles that promote sexism (dependent, caretaker, decorative and sexual object); women in nontraditional roles that do not promote sexism (non-traditional activities, professional, authority figure) and women in neutral roles that do not promote sexism (see Table 1).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…Marketing plays an important social role, and it can generate public opinion and also dictate social norms. Individuals consume marketing images from social networks until they accept them as normal and natural (Tsichla & Zotos, 2016;Velandia-Morales & Rodríguez-Bailón, 2011). For that reason, advertising can generate a healthier, more egalitarian, and respectful society (Fullerton & Kendrick, 2000;Orth & Holancova, 2004).…”

Section: Introductionmentioning

confidence: 99%

“…For that reason, advertising can generate a healthier, more egalitarian, and respectful society (Fullerton & Kendrick, 2000;Orth & Holancova, 2004). As more resources that are invested in digital advertising, the more influence it will have over social norms and beliefs about gender equality (Giddens, 1991;Glik & Fiske, 2011;Tsichla & Zotos, 2016). This study has two objectives: The first is to compare women portrayed in Mexican and Chilean Facebook fan pages.…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Portraits of Women: Mexican and Chilean Stereotypes in Digital Advertising

Mensa¹,

Bittner²

2020

Communication & Society

View full text Add to dashboard Cite

By 2020, brands will invest half of their marketing budget on Internet advertising. The Internet has effective potential in advertising, and it can mold stereotypical roles for future generations of consumers. Social norms and beliefs towards respect and gender equality can be reinforced through digital advertising. This study compares empirical evidence of how women are portrayed in digital advertising on Facebook from Mexico and Chile. Samples were compiled by selecting forty fan pages with the most followers-20 from Mexico and 20 from Chile. 1600 posts were examined by quantitative content analysis method. Results show that Mexican posts use 10.2% more sexist stereotypes than Chilean posts. In a traditional role's context, advertising emphasizes behaviors along gender stereotypes, where women are not perceived equal to men. "I love shoes" (97.5%), a Mexican company with the second highest number of followers and "Forever 21," an American juvenile clothing brand (85%) in Chile, are the brands that portray women in mostly traditional roles. These data reinforce the theory that femaleaudience brands support sexist values in advertising. Both countries show women engaged in activities outside the home, but not professionally or as an authority figure. Summary, in many ways, evidence suggests a paradoxical approach to portrayals of women in Mexican and Chilean Facebook fan page advertising.

show abstract

Section: Theoretical Frameworkmentioning

confidence: 99%

Section: Theoretical Frameworkmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Portraits of Women: Mexican and Chilean Stereotypes in Digital Advertising

Mensa¹,

Bittner²

2020

Communication & Society

View full text Add to dashboard Cite

show abstract

“…Surely this holds true for advertising creative departments. Work by Tsichla & Zotos (2016) and Plakoyiannaki, Mathioudaki, Dimitratos & Zotos (2008) suggest images of women as sexual or decorative objects emerge because they are made in machismo environments. Further, in Mexico, the impact of the sexualization of women, often leading to sexual violence, is pervasive (UN Women, 2017;INEGI, 2019).…”

Section: Exclusionmentioning

confidence: 99%

Women Creatives and Machismo in Mexican Advertising: Challenging Barriers to success

Mensa

Grow

2019

ERLACS

View full text Add to dashboard Cite

This study explores the experiences of women working as creatives in Mexican advertising creative departments. It is based on 22 in-depth interviews and suggests that these women face significant challenges within the machismo culture, which permeates Mexican advertising creative departments. Mexico plays an important role in global advertising, particularly in Latin America, but in this country female workers only represent five per cent of those working in creative departments. This is the first study focused on Mexican women creatives in advertising, highlighting the confluence of advertising women creatives and Mexican culture. Analysis reveals ten subcategories which articulate the horizontal and vertical barriers women creatives in Mexico face. Additionally, two broad workplace cohorts emerge: "old glories," the misogynist men creatives who have historically managed advertising creative departments; and "forward thinkers," young women and men who work side-by-side within advertising creative departments, disregarding or embracing gender differences. The findings, contextualized by cultural and organizational feminist theories as well as power theory, expose a machismo environment within Mexican advertising creative departments.

show abstract