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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Current Research on Gender Issues in Advertising (Paperback)
Loot Price: R1,293
Discovery Miles 12 930
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Current Research on Gender Issues in Advertising (Paperback)
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Gender stereotypes are general beliefs about sex-linked traits and
roles, psychological characteristics, and behaviors, all of which
contribute towards describing women and men. Gender role
stereotyping in advertising has been a critical topic since the
1970s, and there is a long-lasting debate between advertisers and
sociologists about the role and the social nature of advertising.
Although changing role structures in the family and the labor force
have brought significant variation in both male and female roles,
it has been noted that there is a cultural lag in advertising,
where men and women were, for a long period of time, depicted in
more traditional roles. This book extends the research on gender
stereotypes in advertising over the past 20 years, highlighting key
themes such as attitude towards sex and nudity in advertising;
women in decorative roles; the changing roles of women and men in
advertising; and the viewpoints of those advertising professionals
who design campaigns. This book was originally published as a
special issue of the International Journal of Advertising.
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