“…Concerning females, research has shown that women are paired disproportionately more with beauty and personal care products (e.g. Furnham and Lay ; Matthes, Prieler, and Adam ). Thus: RQ 2 : Are (a) females and (b) minorities represented proportionately between technical and nontechnical product categories?…”
Section: Research Questionsmentioning
confidence: 99%
“…Another study analyzed prime time TV content for major networks from 2003 to 2008 and revealed that the proportion of men depicted as the main character declined but was still a majority (Fowler and Thomas 2015). While these examples highlight how women's representation and portrayals in more diverse settings have been increasing, recent studies still point to portrayals of women being valued for physical appearance and attractiveness (Furnham and Lay 2017;Mager and Helgeson 2011;Smith, Choueiti, and Stern 2011). Further, women are more prone to appear in advertisements that focus on product categories that promote body, beauty, and personal care or cleaning products (Furnham and Lay 2017;Matthes, Prieler, and Adam 2016).…”
Section: Portrayals Of Women In Advertisingmentioning
confidence: 99%
“…Generalizations made from stereotypical portrayals may contribute to unrealistic expectations and reduce perceived opportunities for these groups (Grau and Zotos ; Taylor, Grau and Bang ). Although recent studies suggest that extreme forms of minority and female stereotyping in ads have decreased and that inclusion has been on the rise, some stereotypes persist (Furnham and Lay ; Smith, Choueiti, and Stern ).…”
mentioning
confidence: 99%
“…inclusion has been on the rise, some stereotypes persist (Furnham and Lay 2017;Smith, Choueiti, and Stern 2011).…”
Portrayals of women and minorities advertising have long been of interest to advertising scholars. While research has found that the overall representation of these groups has increased, some stereotypes persist, and so do questions about the quality and prominence of portrayals. This study examines portrayals of minorities and women in Super Bowl advertising, the main “pop culture” showcase for US advertising. A content analysis of 10 years of Super Bowl ads is conducted and a multinomial logit regression model is employed to delve deeper into the content analysis results. Findings show that while the overall representation of women and various minority groups is strong, a deeper analysis shows that these groups are seldom depicted as primary characters by themselves and that some subtle stereotypes persist. We also find that ads featuring female principal characters are more likely to feature home settings, sexual appeals, emotional messages, and music as a major element and that it is less likely for female (vs. male) celebrities to be used. Minority principal characters are more likely to be celebrities and be included in ads with music or for technical products but are less likely to be included in ads featuring corporate social responsibility messages.
“…Concerning females, research has shown that women are paired disproportionately more with beauty and personal care products (e.g. Furnham and Lay ; Matthes, Prieler, and Adam ). Thus: RQ 2 : Are (a) females and (b) minorities represented proportionately between technical and nontechnical product categories?…”
Section: Research Questionsmentioning
confidence: 99%
“…Another study analyzed prime time TV content for major networks from 2003 to 2008 and revealed that the proportion of men depicted as the main character declined but was still a majority (Fowler and Thomas 2015). While these examples highlight how women's representation and portrayals in more diverse settings have been increasing, recent studies still point to portrayals of women being valued for physical appearance and attractiveness (Furnham and Lay 2017;Mager and Helgeson 2011;Smith, Choueiti, and Stern 2011). Further, women are more prone to appear in advertisements that focus on product categories that promote body, beauty, and personal care or cleaning products (Furnham and Lay 2017;Matthes, Prieler, and Adam 2016).…”
Section: Portrayals Of Women In Advertisingmentioning
confidence: 99%
“…Generalizations made from stereotypical portrayals may contribute to unrealistic expectations and reduce perceived opportunities for these groups (Grau and Zotos ; Taylor, Grau and Bang ). Although recent studies suggest that extreme forms of minority and female stereotyping in ads have decreased and that inclusion has been on the rise, some stereotypes persist (Furnham and Lay ; Smith, Choueiti, and Stern ).…”
mentioning
confidence: 99%
“…inclusion has been on the rise, some stereotypes persist (Furnham and Lay 2017;Smith, Choueiti, and Stern 2011).…”
Portrayals of women and minorities advertising have long been of interest to advertising scholars. While research has found that the overall representation of these groups has increased, some stereotypes persist, and so do questions about the quality and prominence of portrayals. This study examines portrayals of minorities and women in Super Bowl advertising, the main “pop culture” showcase for US advertising. A content analysis of 10 years of Super Bowl ads is conducted and a multinomial logit regression model is employed to delve deeper into the content analysis results. Findings show that while the overall representation of women and various minority groups is strong, a deeper analysis shows that these groups are seldom depicted as primary characters by themselves and that some subtle stereotypes persist. We also find that ads featuring female principal characters are more likely to feature home settings, sexual appeals, emotional messages, and music as a major element and that it is less likely for female (vs. male) celebrities to be used. Minority principal characters are more likely to be celebrities and be included in ads with music or for technical products but are less likely to be included in ads featuring corporate social responsibility messages.
“…In the 40 years since McArthur and Resko () published their paper on how men and women are portrayed in television advertisements, there have been around a hundred replications and extensions in many different countries. There have been various reviews of this literature (Furnham & Lay, in press; Furnham & Mak, ; Furnham & Paltzer, ; Grau & Zotos, ; Matthes, Prieler, & Adam, ). The studies have been conducted by cross‐cultural, media and social psychologists particularly interested in whether gender stereotypes reflect those in the culture.…”
Section: The Content Of the Advertisement: Sex Violence And Car Chasesmentioning
This paper looks at the contribution of applied cognitive psychology primarily to the research on advertising. The first issue is to attempt to define and specify the unique contribution of applied, as opposed to "pure," cognitive psychology to this research area. Next, the issue of the medium of message delivery is discussed. The importance of program involvement and mood impact on memory for advertisements is then reviewed. The major part of the review looks at the influence of humor, sex, violence, and unconventional sex roles in advertisements on their impact on viewer's memory.An attempt is made to document important and replicated findings in this area.Finally, some effort is made to consider future avenues of research.
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