Selling the Sex That Sells: Mapping the Evolution of Gender Advertising Research Across Three Decades

Shields, Vickie Rutledge

doi:10.1080/23808985.1997.11678939

Cited by 12 publications

(4 citation statements)

References 33 publications

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“…Aside from their use to promote health-damaging products, the ubiquity of gendered imagery and messages in advertising can have directly harmful effects by reinforcing problematic, idealised and often unattainable gender stereotypes. Women are more likely than men to be represented as passive, domesticated or "in decorative capacities" [21] while their bodies are more likely to be sexualized [22], visually fragmented or 'dismembered' [23]. Such portrayals not only encourage unhealthy aspirations and consumption but also contribute to women's objectification and disempowerment [21,24].…”

Section: Gender In Marketing-what Women Want?mentioning

confidence: 99%

“…Women are more likely than men to be represented as passive, domesticated or "in decorative capacities" [21] while their bodies are more likely to be sexualized [22], visually fragmented or 'dismembered' [23]. Such portrayals not only encourage unhealthy aspirations and consumption but also contribute to women's objectification and disempowerment [21,24].…”

Section: Gender In Marketing-what Women Want?mentioning

confidence: 99%

“…Such referencing can be seen in Philip Morris's "You've Come a Long Way, Baby" campaign [35] (Figure 1) and consonant advertisements presenting women's alcohol consumption as a marker of their independence [26,27]. Corporations thus "recirculat[e] traditional gender messages in new ways" [21], appearing to celebrate female empowerment while actually subverting it to associate a product with its fulfilment. The cynicism underpinning these practices is evident in internal industry discussions around placement of the Virginia Slims ad in an African American-targeted magazine:…”

Section: Gender In Marketing-what Women Want?mentioning

confidence: 99%

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‘As Long as It Comes off as a Cigarette Ad, Not a Civil Rights Message’: Gender, Inequality and the Commercial Determinants of Health

Hill

Friel

2020

IJERPH

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Scholarship on the commercial determinants of health (CDoH) has sought to understand the multiple ways corporate policies, practices and products affect population health. At the same time, gender is recognised as a key determinant of health and an important axis of health inequalities. To date, there has been limited attention paid to the ways in which the CDoH engage with and impact on gender inequalities and health. This review seeks to address this gap by examining evidence on the practices and strategies of two industries—tobacco and alcohol—and their interaction with gender, with a particular focus on women. We first describe the practices by which these industries engage with women in their marketing and corporate social responsibility activities, reinforcing problematic gender norms and stereotypes that harm women and girls. We then examine how tobacco and alcohol companies contribute to gender inequalities through a range of strategies intended to protect their market freedoms and privileged position in society. By reinforcing gender inequalities at multiple levels, CDoH undermine the health of women and girls and exacerbate global health inequalities.

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Section: Gender In Marketing-what Women Want?mentioning

confidence: 99%

Section: Gender In Marketing-what Women Want?mentioning

confidence: 99%

Section: Gender In Marketing-what Women Want?mentioning

confidence: 99%

See 1 more Smart Citation

‘As Long as It Comes off as a Cigarette Ad, Not a Civil Rights Message’: Gender, Inequality and the Commercial Determinants of Health

Hill

Friel

2020

IJERPH

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“…Using gender as a market segmentation strategy has the following advantages: (1) easy to identify, (2) gender segments are accessible, (as most media provide information) (3) gender segments are measurable, and (4) gender segments are large enough to be profitable [6][7][8]. There are also few meta-analyzes available, showing comprehensive summary information on the importance of gender differences in advertising, which would provide new conceptualizations of marketing problems [7,[9][10]. Researchers have found evidence of some clear differences between men and women that need to be taken into account when designing marketing campaigns [7,1].…”

Section: Introductionmentioning

confidence: 99%

Influence of Gender on the Advertising Responses of Young People for Products of Mobile Operators in Bulgaria

Spasova

Taneva

2021

SHS Web Conf.

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The use of gender as a marketing strategy for market segmentation requires consideration of gender differences in information processing. This would increase the effect of advertising campaigns by adapting them to the dynamically changing market. he presented empirical study was conducted after 300 men and women aged 18 to 25 years, users of functional mobile products. The aim of the study is to determine the extent to which gender determines positive and negative advertising responses, identifying subjective judgments. The results of the research are empirical confirmation of some basic hypotheses of the Selective model of information processing in advertising messages: objectivity in the processing of information by men and subjectivity in the processing of information by women; selectivity in the perception of the attributes of the product by men and integrity - by women and a stronger willingness to use new products by women than by men. The present study offers an empirical hypothesis that women form positive responses to a larger number of signals in advertising, while men form negative responses to a larger number of signals in advertising messages. Satisfaction is proving to be a very important factor in advertising responses for both sexes, as it is a stronger factor for women, and men’s frustration with a mobile product is stronger than for women.

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Peirce¹,

McBride²

1999

Sex Roles

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Selling the Sex That Sells: Mapping the Evolution of Gender Advertising Research Across Three Decades

Cited by 12 publications

References 33 publications

‘As Long as It Comes off as a Cigarette Ad, Not a Civil Rights Message’: Gender, Inequality and the Commercial Determinants of Health

‘As Long as It Comes off as a Cigarette Ad, Not a Civil Rights Message’: Gender, Inequality and the Commercial Determinants of Health

Influence of Gender on the Advertising Responses of Young People for Products of Mobile Operators in Bulgaria

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