Sex Segregation in Advertising Creative Departments Across the Globe

Grow, Jean M.; Deng, Tao

doi:10.1353/asr.2014.0003

Cited by 31 publications

(37 citation statements)

References 25 publications

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“…Similar cross-departmental data on women is not available on Peruvian advertising agencies. However, according to data from the Standard Directory of Advertising Agencies within advertising creative departments worldwide women represent only 20.3% of all art directors, copywriters and creative directors, or creatives, as they are known in the advertising industry (Grow & Deng, 2014). This same study suggests women make up just 3% of the creative workforce in Peru (Grow & Deng 2014).…”

Section: Introductionmentioning

confidence: 94%

“…Gender segregation both horizontally and vertically results in essentially artificial barriers, which mitigate women's ability to reach their full potential (Grow & Deng, 2014;Lemons, 2003;Martin, 2007;Stockdale & Nadler, 2013;Weeden, 1998). Specifically, horizontal segregation refers to gender distribution across a professional area, in this case advertising creative departments.…”

Section: Gender Segregation In Advertising Creativementioning

confidence: 99%

“…This too is common for women across the world. However, the sheer lack of women in Peruvian creative departments, 3% (Grow & Deng, 2014) to10.4% (Mensa, 2012) depending on the data, suggests a much more dire situation in Peru than elsewhere.…”

Section: Thoughts On Relationshipsmentioning

confidence: 99%

“…However, according to data from the Standard Directory of Advertising Agencies within advertising creative departments worldwide women represent only 20.3% of all art directors, copywriters and creative directors, or creatives, as they are known in the advertising industry (Grow & Deng, 2014). This same study suggests women make up just 3% of the creative workforce in Peru (Grow & Deng 2014). One of the rare studies looking at Peruvian advertising agencies suggests that within creative there are 89.6% men and only 10.4% women (Mensa, 2012).…”

Section: Introductionmentioning

confidence: 99%

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Creative women in Peru: outliers in a machismo world

Mensa

Grow²

2015

Communication & Society

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Gender segregation begins early and is reinforced within the workplace. Advertising creative departments appear to have extreme gender segregation with women representing just 20% of all those working within creative departments worldwide. Yet, creativity does not depend on gender. Thus, the underrepresentation of women is particularly troubling. In Peru women comprise 3% to 10.4% of all people working in advertising creative, which suggests the situation for creative women in Peru is dire. In order to understand this phenomenon, and with the hope of finding solutions, this study uses in-depth interviews to explore the experiences of Peruvian women working in advertising creative departments. The study investigates three primary aspects of Peruvian creative women's experiences. First, it looks at relationships with colleagues and clients. Second, work/life balance is explored. Third, the study examines how the environment within creative departments constrains creative women's employment and advancement opportunities. Findings suggest that Peruvian creative departments are strongly machismo environments where discrimination and gender segregation are staunchly entrenched. This machismo environment creates challenging relationships between creative women and their colleagues and clients, it negatively impacts creative women's work/life balance and it leads to severely constrained hiring, promotion and retention of creative women in Peruvian advertising agencies. The discussion closes with suggestions to help creative women succeed in Peruvian creative departments.

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Section: Introductionmentioning

confidence: 94%

Section: Gender Segregation In Advertising Creativementioning

confidence: 99%

Section: Thoughts On Relationshipsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Creative women in Peru: outliers in a machismo world

Mensa

Grow²

2015

Communication & Society

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“…These networks lead to two kinds of gender segregation (Grow & Deng 2014); vertical, when there are fewer women in senior positions (creative directors), and horizontal, with male domination within creative departments. Windels and Lee (2012) researched the construction of gender and creativity in advertising departments through female voices.…”

Section: Homosociability Theorymentioning

confidence: 99%

Is there gender bias when creative directors judge advertising? Name cue effect in ad evaluation

Roca

Tena

Lázaro

et al. 2016

International Journal of Advertising

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A lack of women in creative departments has been documented in previous research. These departments are seen as a male fraternity subculture in advertising agencies, where women experience many difficulties in their career progress. One of these drawbacks is gender bias in the selection of ideas' process. Male creative directors are believed to promote ideas created by men within a homosocial environment. This female perception, that emerged from previous qualitative research, is studied experimentally for the first time. Almost 90 advertising creative directors and higher level positions, assessed ads created by students in an advertising university course. In the current study we explore the effects of ad gender authorship. Results revealed an absence of gender bias based on ad name cues, neither the gender of the ad creators nor the creatives affected the evaluations. The findings are discussed and future research is proposed.

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Women in the Advertising Industry

Kurultay

2020

The International Encyclopedia of Gender, Media, and Communication

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This entry aims to take a snapshot of the women advertisers' position in the advertising industry based on global studies. Tracing women's growing place in advertising is important in terms of presenting a model for gender equality and women's rights. There is unanimous agreement in literature that being a woman, especially a woman with children, negatively impacts an advertising professional's career. Horizontal and vertical segregation, glass ceiling, sticky floor, the pink ghetto, and hegemonic masculinity present in the advertising agency cultures are all various ways that hold women back in the advertising industry, especially in the creative departments.

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Sex Segregation in Advertising Creative Departments Across the Globe

Cited by 31 publications

References 25 publications

Creative women in Peru: outliers in a machismo world

Creative women in Peru: outliers in a machismo world

Is there gender bias when creative directors judge advertising? Name cue effect in ad evaluation

Women in the Advertising Industry

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