Selling Women, Selling Blacks

Culley, James; Bennett, Rex

doi:10.1111/j.1460-2466.1976.tb01954.x

Cited by 69 publications

(34 citation statements)

References 10 publications

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“…Since then, many have followed (e.g. Courtney & Whipple, 1974;Culley & Bennett, 1976;Dominick & Rauch, 1972;Furnham & Farragher, 2000;Furnham, Babitzkow, & Uguccioni, 2000;Furnham, Pallangyo & Gunter, 2001;Furnham & Spencer-Bowdage, 2002;O'Donnell & O'Donnell, 1978;Schneider & Schneider, 1979), often using coding schemes modelled on the original one as used in the McArthur and Resko study. The coding scheme involved coding eight different characteristics of the central character in the televised advertisement.…”

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confidence: 99%

The Gender-Role Stereotyping of Men and Women in Hong Kong Television Advertisements

Furnham

Chan

2003

PSYCHOLOGIA -An International Journal of Psychological Sciences

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The present study aimed to examine the portrayal of men and women in television advertisements in two different television channels (English and Chinese medium) in Hong Kong. The study involved a content-analysis of how men and women are portrayed on television using the well-used coding scheme. The Chinese channel had significantly more gender stereotypic adverts compared to the English channel (6 out of 10 attributes compared to only 2 out of 10 attributes). Results were compared to previous studies done in Asia as well as in the rest of the world.Key words: gender-role, stereotyping, television, Hong KongSince its inception public television has been accused of powerful social influences in its portrayal of contemporary people in society. Nearly 30 years ago Sternglanz and Serbin (1974) provided evidence of how television programs and commercials typically portray gender-stereotypical images. In addition to being a powerful communication tool, television also portrays how a society operates in a specific cultural context. It serves, critics have argued, as a model of socialisation and control by dramatising its current norms and values (Bryant & Zillman, 1994). McArthur and Resko (1975) carried one of the first pioneering content-analytic studies on gender stereotypes on TV advertisements. Since then, many have followed (e.g. Courtney & Whipple, 1974;Culley & Bennett, 1976;Dominick & Rauch, 1972;Furnham & Farragher, 2000;Furnham, Babitzkow, & Uguccioni, 2000;Furnham, Pallangyo & Gunter, 2001;Furnham & Spencer-Bowdage, 2002;O'Donnell & O'Donnell, 1978;Schneider & Schneider, 1979), often using coding schemes modelled on the original one as used in the McArthur and Resko study. The coding scheme involved coding eight different characteristics of the central character in the televised advertisement.Furnham and Mak (1999) examined and reviewed sex-role stereotyping in television advertisements of fourteen studies across five continents over a period of 25 years. Sexrole stereotyping tended to be surprisingly consistent across different countries. In most countries, males were more likely to be the authoritative figures doing voice-overs, while females were more likely to be users of the products and are presented visually. Further, men were more likely to adopt a professional role in an occupational or leisure setting, whereas females were more likely to have a dependent role often portrayed at home. The I should like to acknowledge the detailed and very helpful criticisms of an anonymous reviewer. Correspondence concerning this article should be sent to Adrian Furnham,

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confidence: 99%

The Gender-Role Stereotyping of Men and Women in Hong Kong Television Advertisements

Furnham

Chan

2003

PSYCHOLOGIA -An International Journal of Psychological Sciences

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“…Results of this study will allow future researchers to make comparisons on the use of black models in catalogs over time, as well as comparisons to other forms of mass communication (8 (15) that black models tended to advertise lower value products compared to white models. We examine this issue by noting the price level for each item being modeled in the catalog.…”

Section: Research Issues Methodsmentioning

confidence: 94%

“…To address each question/issue, we conducted a content analysis (8,17) of a sample of 11 General-line catalog retailers (as opposed to specialty catalogers) such as SearsAC. Penney, and Service Merchandise were not included in the study.…”

Section: Research Issues Methodsmentioning

confidence: 99%

The use of black models in specialty catalogs

Wilson

Biswas

1995

Journal of Direct Marketing

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Although there are a wealth of studies which examine the use of minority models (particularly African American models) in advertising, we found no research that addresses the use of black models in direct marketing vehicles, that is, specialty catalogs. W e conducted a content analysis of 1 1 1 clothing and gift catalogs to determine benchmarks on the use of black models in catalogs. Generally, we found that black models in specialty catalogs tend to be used in similar proportions to magazine advertisements and less than the proportion of black models in television advertisements. The average proportion of black models in catalogs is roughly 4 percent. While this percentage does not reflect the proportion of African Americans in our society ( 1 2%). i t is close to the proportion of black Americans that shop from specialty catalogs (7.5%). Other findings were that black models are shown with relatively high-price/value merchandise; medium-brown complected models tend to be used more than models who are very dark or very light in complexion; and nine percent of models on catalog covers are black. We compare our findings to those in the advertising literature and offer implications for direct marketing management and strategy. For the past 30 years, advertisers have ,been urged to include more minority actors in commercial messages to present a more balanced view of American society. Many research studies have been done to examine the use of members of ethnic groups as models in mass media advertising (e.g., 4,11,15,21).In the majority of studies, the ethnic group examined has been African Americans (blacks). Using the mass media studies as a foundation, we extend this research stream to the domain of direct marketing. In particular, we examine the use of black models in direct marketing vehicles, specialty catalogs. Direct marketing through specialty catalogs is more than a $50 billion a year business that involves approximately 81 million shoppers. This market is becoming increasingly competitive and industry sales are expected to grow at an average annual rate of 6.6 percent through 1996. In addition, approximately 44 percent of all adults in the United States buy some merchandise from catalogs per year (10,13,19).In light of the monetary significance of the catalog market, the presence of research about the use of black models in advertisements and the lack of research on the use of black models in catalogs, our study is motivated by the following questions. First, what is the proportion of black models to white models in specialty catalogs? How does this proportion compare to the proportion of blacks and whites in the general population who shop from specialty catalogs? Second, how does the proportion of black models in catalogs compare to the results of studies describing proportions of black models in magazine and television advertisements? Third, what is the relationship between the use of black models and the price of the merchandise modeled in the catalog? Finally, do light-complected black models...

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“…There has been considerable recent interest in the possible contributions of the mass media to the origins and maintenance of gender roles [12,13,16,19,20,29,38] . For example, notes that it is regarded as more effective to target men with advertisements classed as neutral, because males will not use products even vaguely regarded as 'feminine', while women are more likely to use those products normally classed as 'male' [45] Due to this extensive exposure to mass media depictions, the media's influence on gender role attitudes has become an area of considerable interest and concern in the past quarter century.…”

Section: Gender and Age Rolesmentioning

confidence: 99%

Personal and Psychological Factors-Does it Impact the Choice of Advertising Medium?

Idris¹,

Yajid²,

Khatibi³

2009

J. of Social Sciences

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Problem statement:Advertising is a multidimensional phenomenon that has been studied in several disciplines. It is one of the most fascinating phenomena in modern capitalist markets. It is pervasive, perplexing, multidimensional and unfathomably rich. The effectiveness of advertising depends on both the quality of the product being advertised and the quality of the ad itself and also the media context in which the ad appears. Personal factors (such as gender and age) and psychological factors (for example status and personality) may affect the choice of advertising medium. Consumers' interest may change due to these factors. The analysis had proved that both factors do impact the choice of advertising medium. The study may help marketers, advertisers and businesses to create and come out with suitable advertisements that suits the interests of consumers' derived from those factors. It may help them to choose suitable advertising media for different target market. The study searched for to find out whether personal and psychological factors have any impact to the choice of advertising medium. Approach: For this study purposes, questionnaires and copy testing had been used to addresses issues related to the effectiveness of each advertisement. About 100 printed questionnaires were distributed among respondents which comprised age from 18 years old and above where 30 respondents were tested for copy testing from all mediums, online and traditional where these respondents were given a series of all advertisements from newspaper, magazine, TV, radio, Internet, SMS and MMS. Results: The coefficient analysis showed that both personal and psychological factors had positive relationship with customer satisfaction. Between these two factors, personal factors had high level of significant relationship (p = 0.000) compared to psychological factors (p = 0.087). The analysis had proved that both factors do impact the choice of advertising medium. Conclusion: The study showed that both personal and psychological factors can lead consumers to choose different types of media. The study provided the insight to help businesses, advertisers and marketers to understand the best medium to suit the consumers' interest.

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Selling Women, Selling Blacks

Cited by 69 publications

References 10 publications

The Gender-Role Stereotyping of Men and Women in Hong Kong Television Advertisements

The Gender-Role Stereotyping of Men and Women in Hong Kong Television Advertisements

The use of black models in specialty catalogs

Personal and Psychological Factors-Does it Impact the Choice of Advertising Medium?

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