The Changing Roles of Gender in Advertising: Past, Present, and Future
The purpose of this paper is to navigate the rich academic literature on gender portrayals in advertising, and then to provide an overview on key findings and trends observed throughout the years. For several decades, women in advertising were likely to be depicted in traditional and domestic ro...
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Format: | Article |
Language: | English |
Published: |
Centre for Southeast European Studies
2020-07-01
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Series: | Contemporary Southeastern Europe |
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Online Access: | https://unipub.uni-graz.at/cse/periodical/titleinfo/5255129 |
Summary: | The purpose of this paper is to navigate the rich academic literature on
gender portrayals in advertising, and then to provide an overview on key
findings and trends observed throughout the years. For several decades,
women in advertising were likely to be depicted in traditional and domestic
roles and were excluded from empowering roles and professional settings.
Some progress has been acknowledged during the last decades, however, it
seems that female role stereotyping is becoming subtler but still remains
present. Male depictions have changed as well, moving from mere
traditional masculine portrayals to a greater variety of roles, including
decorative and family ones. In addition, the paper offers a cultural
perspective by summarizing key findings regarding the relationship of
gender stereotyping in advertisements and various country gender indices.
Popular methodologies employed by content analytic studies in print
advertisements are also presented. Finally, the paper accentuates current
developments and tendencies regarding gender portrayals in advertising
and outlines a research agenda that proposes timely and promising avenues
for future studies. |
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ISSN: | 2310-3612 2310-3612 |