Abstract:The stereotypical depiction of men and women and of ethnic minority groups in advertisements is problematic because studies have shown that repeated exposure to selective portrayals of particular groups can lead to viewers adopting distorted beliefs about those groups. The current study examined the contemporary portrayal of men and women and of ethnic minority groups in New Zealand television advertisements. Over 3,000 advertisements were coded. Men and women were less often depicted in stereotypical roles th… Show more
“…For our first research question, we employ the proportionality criterion to examine whether the percentage of ads in which a minority group is portrayed exceeds their overall representation in the US population. Recent research also suggests that gender equality in advertising has improved and that while women and minorities are being represented more, they appear on a less than equal basis (Rubie‐Davies, Liu and Lee ). Thus: RQ 1a : Are (a) females and (b) minorities portrayed in Super Bowl advertising in proportion to their overall proportion of the population?RQ 1b : Are (a) females and (b) these groups portrayed in major roles in proportion to their overall proportion of the population?…”
Section: Research Questionsmentioning
confidence: 99%
“…Prior research demonstrates that Latinos and African Americans appear in more social settings than Asian Americans, who commonly appear in business settings and are depicted less frequently in family or social settings (e.g. Rubie‐Davies, Liu, and Lee ; Taylor, Landreth, and Bang ). Drawing on expectancy and cultivation theory, depiction in these stereotyped settings can result in negative implications for how these groups are viewed in accordance to how they value work vs. familial and social relationship priorities.…”
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.
“…For our first research question, we employ the proportionality criterion to examine whether the percentage of ads in which a minority group is portrayed exceeds their overall representation in the US population. Recent research also suggests that gender equality in advertising has improved and that while women and minorities are being represented more, they appear on a less than equal basis (Rubie‐Davies, Liu and Lee ). Thus: RQ 1a : Are (a) females and (b) minorities portrayed in Super Bowl advertising in proportion to their overall proportion of the population?RQ 1b : Are (a) females and (b) these groups portrayed in major roles in proportion to their overall proportion of the population?…”
Section: Research Questionsmentioning
confidence: 99%
“…Prior research demonstrates that Latinos and African Americans appear in more social settings than Asian Americans, who commonly appear in business settings and are depicted less frequently in family or social settings (e.g. Rubie‐Davies, Liu, and Lee ; Taylor, Landreth, and Bang ). Drawing on expectancy and cultivation theory, depiction in these stereotyped settings can result in negative implications for how these groups are viewed in accordance to how they value work vs. familial and social relationship priorities.…”
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.
“…For example, the first product that comes to mind when we think of hyper masculine products is a car (Kanungo & Pang, 1973;. Despite the severe male-gendered nature of cars (Craig, 1990;Gentry, Doering, & O'Brien, 1978) and extreme male exclusivity in automobile brand narrations (Rak & McMullen, 1987;Rubie-Davies, Liu, & Lee, 2013;Rutherford, 1994) women purchase and drive cars (Bellizzi & Milner, 1991;Margaret, 2011). If we specifically examine the Indian scenario in this regard, we find that Indian automobile marketing is singularly targeted toward men (Das, 2000;Sandhu, 2016a;Schaffer, 2005).…”
In the postmodern era, many marketers have disturbed the strict gender discipline traditionally associated with gendered brands. Marketers are redoing their gender work by blurring the stark distinction between masculine and feminine brands. New consumption ideologies are developing that transcend the gendered meanings of brands and encourage men and women to infiltrate brands traditionally associated with the opposite gender. "Unisex" is emerging as the byword. This review convenes the phenomenological consumer responses to brand gender bending. It specifically highlights the contrast between the ways in which men and women react to dilution/revision of the gender identity meanings of their brands. This article also underscores the ethnographic, sociological, psychological, and anthropological reasons that justify these reactions. Based on the review and scientific understanding of the long-standing research, this article proposes a conceptual framework that exhibits the determinants that govern consumer responses to brand gender bending. Future researchers may empirically examine the validity of the framework. The practical implications of the article focus on providing suggestions to marketers engaged in the design of cross-gender brand extension strategies. It is believed that this article adds a fresh multidisciplinary perspective to the exiting literature on brand gender bending.
“…Men are typically depicted in a wider range of roles (Eschholz et al, 2002). In addition, the presence of traditional masculine and feminine gender roles on television is a well-documented phenomenon (Glascock, 2001;Greenberg & Collette, 1997;Rubie-Davies, Liu, & Lee, 2013;Smith, Pieper, Granados, & Choueiti, 2010). Women, for instance, are more likely to be portrayed as housewives, secretaries, or nurses, whereas men occupy the majority of law enforcement and military occupations on television.…”
Section: Women and Ethnic Minorities In Occupational Roles On Televisionmentioning
confidence: 99%
“…To investigate how the portrayal of women and ethnic minorities in occupational roles diverges from society, we supplement our data with real-world indicators about occupational status. Several of the studies already cited have also adopted such an interreality comparison (Dixon & Linz, 2000;Rubie-Davies et al, 2013;Signorielli & Kahlenberg, 2001). Based on these studies, we formulate the following research question:…”
Section: Women and Ethnic Minorities In Occupational Roles On Televisionmentioning
In this study, we investigate differences in occupational status between women and men, and between ethnic minority and majority members, by means of a content analysis of Belgian prime-time television in 2013. We evaluate the Laura Jacobs is a Ph.D. student at the Centre for Citizenship and Democracy at the University of Leuven. Her research interests include immigration, diversity in the news, media effects and prejudice.
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