Pushing for Gender Equality in Advertising: Gender Role Stereotypes in the United Arab Emirates

Valek, Nataša Slak; Picherit-Duthler, Gaelle

doi:10.1080/08961530.2020.1820417

Cited by 14 publications

(13 citation statements)

References 31 publications

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Section: Findings Discussion and Direction For Future Researchmentioning

confidence: 99%

“…For example, in a cultural context such as the Middle East, female and male consumers remember ads more when they have female rather than male characters. Furthermore, both genders agreed that the principal character for a household product advertisement should be a woman (Slak Valek & Picherit-Duthler, 2021). In addition, results from the fourth wave of feminism indicate that advertisements focusing on female empowerment positively affect CSR perception and increase purchase intent for the advertised product (Teng et al, 2021).…”

Section: Trend 2: Attitudes Related To the Brandmentioning

confidence: 99%

“…Previous research has echoed the call for further research, emphasizing the need to explore the dimension of female empowerment within this context (Eisend, 2010; Grau & Zotos, 2016; Mager & Helgeson, 2011). Similarly, additional studies have shed light on the potential positive impact of advertising on women's development (Slak Valek & Picherit‐Duthler, 2021; Vadakkepatt et al, 2022). In response, this systematic literature review (SLR) aims to adopt a unique approach to provide an understanding of the state of the art of female stereotypes and female empowerment in advertising by categorizing the 21st‐century literature into the four evolutive eras of feminism as suggested by Mager and Helgeson (2011) and Maclaran (2015): prefeminism, feminism, postfeminism, and the fourth wave of feminism.…”

Section: Introductionmentioning

confidence: 99%

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Female stereotypes and female empowerment in advertising: A systematic literature review and future research agenda

Gomez‐Borquez,

Török,

Centeno‐Velázquez

et al. 2024

Int J Consumer Studies

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This systematic literature review (SLR) seeks to foster the presence of feminism and women's diversity in advertising through a systematic, transparent, and rigorous framework‐based review and the 4Ws1H (What, Where, Why, and HoW) analysis. The study provides three main contributions. First, it offers an innovative conceptual framework for examining female stereotypes and female empowerment in advertising by categorizing the 21st‐century literature into the four evolutive eras of feminism: prefeminism, feminism, postfeminism, and the fourth wave of feminism. Second, this SLR reveals prevailing research trends, predominant research methodologies, frequently explored geographical regions, and industries of focus while providing a roadmap for future research endeavors. Finally, it acknowledges the lasting impact of femvertising as a response to consumer demands during the fourth wave of feminism and its role in promoting diversity and inclusion in advertising, encompassing disabilities, ethnicity, age, and gender identity. The main research trends uncovered in this study encompass the effects of female stereotypes, the sexualization of women in advertising, attitudes related to the brand, and the exploration of female empowerment. Qualitative methodologies emerged as the dominant approach in this research landscape, with a particular focus on countries boasting high gender equality. Furthermore, industries that predominantly target women in their advertising campaigns, such as fashion, luxury apparel, beauty, and personal care, occupy a central position in the existing body of literature. These findings encourage scholars to embark on future research aligned with the proposed research trends, particularly in regions characterized by lower gender equality and within gender‐neutral or male‐dominated industries.

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Section: Findings Discussion and Direction For Future Researchmentioning

confidence: 99%

Section: Trend 2: Attitudes Related To the Brandmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Female stereotypes and female empowerment in advertising: A systematic literature review and future research agenda

Gomez‐Borquez,

Török,

Centeno‐Velázquez

et al. 2024

Int J Consumer Studies

View full text Add to dashboard Cite

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“…Middle East, Morocco, etc.) where strong religious conservatism and commitment are prevalent (Farah and El Samad, 2014;Slak Valek and Picherit-Duthler, 2021). While the relationship between patriarchy and religious affirmations remains complex and a controversial issue (Shaheed, 1986) in this study to understand the consumer's vision about femvertising in such a context, the following research question is proposed:…”

Section: Femvertising In Pakistanmentioning

confidence: 99%

How does femvertising work in a patriarchal context? An unwavering consumer perspective

Amir

Roca

Sadaf

et al. 2023

CCIJ

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PurposeGiven the extensive evidence of femvertising's positive effects in Western cultures, this paper aims to investigate how femvertising may influence customers' perceptions and brand-related outcomes in a patriarchal context such as Pakistan.Design/methodology/approachQualitative methodology was employed in this study, which was based on in-depth interviews involving 17 consumers (including both male and females). Thematic analysis was used to analyse the data.FindingsResults indicated that male and female consumers revealed varied and sometimes contradictory perspectives on the perception, understanding and behaviour towards femvertised adverts, which are governed by patriarchal gendered norms.Originality/valueThis study contributes to the body of knowledge by exploring the consumer perception towards femvertising in a patriarchal context, where gender disparity is evident. It also draws attention to the underlying cultural elements contributing towards the formation of those perceptions.

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“…On the other hand, both male and female respondents found the fighter in the sexualized advertisement more attractive and charming, but also less talented and successful than the fighter in the neutral or combat ads. Related to the cultural understanding of gender portrayals, in the Middle East, for instance, female and male consumers agreed that the main figure in a household product advertisement should be a woman (Slak Valek & Picherit-Duthler, 2020). Consumers' a priori attitudes on the sex-role portrayal issue as well have a substantial impact on responses across genders (Orth & Holancova, 2004).…”

Section: The Perceived Empowering Effects Of Femvertisingmentioning

confidence: 99%

The Perceived Empowering And Brand-related Effects Of Femvertising

Török¹

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The main goal of the dissertation was to expand the existing literature related to femvertising by providing an extensive literature review and by exploring and confirming new theoretical connections related to diverse disciplines, such as marketing, sociology, and psychology. Besides, the study also aimed to respond to the previously identified research gaps regarding femvertising by exploring the phenomenon cross-culturally, and also by providing future research directions. Thus, the dissertation expanded the current theoretical framework by the following contributions, related to theory, methodology, context, and future research directions. (1) An extensive literature review has been provided, which is based on the most cited publications from the Scopus database in different disciplines, related to women empowerment, gender equality, and gender stereotypes, with special attention to femvertising and its perceived empowering and brand-related effects. The findings are also presented in summary tables. (2) New connections between concepts were identified and new variables were tested by structural equitation modeling. This is one of the first studies of femvertising to link various constructs in a single theoretical framework, providing a comprehensive understanding of femvertising and its perceived empowering and brand-related effects. The innovative findings consisted of the dimensions of women empowerment, such as decision-making, control over income, and self-esteem, which were discussed along femvertising in qualitative research, among the first studies to discuss this complex phenomenon in a marketing setting. Additionally, another variable has been investigated in the setting of femvertising, which has not been at the center of previous research related to this topic: by including gender role equality attitude in this research related to femvertising, both in the qualitative and quantitative studies, several useful insights were gained, proving its moderating role on the relationship between perceived women empowerment and the attitude towards the advertisement. (3) A rarely used methodology related to the literature on femvertising, interviewing has been applied for the exploration of this concept (as recommended by Middleton et al., 2020), providing further insights on its empowering and brand-related effects. (4) In addition to the theoretical framework's new findings, the dissertation tested the following scales in the context of femvertising: perceived women empowerment (Teng et al., 2020), attitude towards the advertising (Wells, 1964; modified by Abitbol & Sternadori, 2019; Sternadori & Abitbol, 2019; Kapoor & Munjal, 2017), attitude towards the brand (Mitchell & Olson, 1981; modified by Dahlén at al., 2008), purchase intent (Teng et al., 2020) and gender role equality attitude (Gender Role Attitudes Scale of García-Cueto et al., 2015; modified by Jinah, 2022). The results provided additional insights into the applicability of these scales. (5) The phenomenon of femvertising has been investigated in a new context in the current research, realizing cross-cultural qualitative studies with interviewing techniques in Hungary, Mexico, and Iceland and a quantitative study in Hungary. Among the first studies, the dissertation explored femvertising in Eastern Europe, Latin America, and other Nordic countries other than Sweden, instead of investigating it in well-researched, English-speaking nations with high gender equality, such as the United States and the United Kingdom (Global Gender Gap Report, 2022). (6) New future research directions have been also provided to further investigate the phenomenon of femvertising.

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Pushing for Gender Equality in Advertising: Gender Role Stereotypes in the United Arab Emirates

Cited by 14 publications

References 31 publications

Female stereotypes and female empowerment in advertising: A systematic literature review and future research agenda

Female stereotypes and female empowerment in advertising: A systematic literature review and future research agenda

How does femvertising work in a patriarchal context? An unwavering consumer perspective

The Perceived Empowering And Brand-related Effects Of Femvertising

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