1st Edition

Advertising, Gender and Society A Psychological Perspective

By Magdalena Zawisza-Riley Copyright 2019
    230 Pages 29 B/W Illustrations
    by Routledge

    230 Pages 29 B/W Illustrations
    by Routledge

    Advertising, Gender and Society explores contemporary social-psychological theory and original research that examines the portrayal of gender in advertising. It reports empirical data, discusses the social implications of gendered advertising and comments on the relevant 2019 ASA rules.

    Zawisza-Riley analyses theories such as stereotype content and elaboration likelihood models, stereotype threat and ambivalent sexism theories, the selectivity hypothesis as well as implicit and embodied cognition to illuminate the relationships between sex, gender and advertising in cultural and social contexts. The author thus examines the portrayal of gender in advertising, its effectiveness and effect on audiences and the ways in which audiences, marketers and policy-makers can mitigate potential harm of gendered advertising. She offers theory extension and novel application of existing theory and research to the subject of gender advertising.

    Advertising, Gender and Society is ideal for students, academics and professionals in the fields of psychology, gender and media studies as well as marketing, advertising and policy-making.

    About the author



    Part I: Key Concepts: Advertising, Gender and Society

    Chapter 1: Advertising, Culture and Society

    Chapter 2: The Concepts of Gender, Sex and Culture

    Chapter 3: Portrayal of Gender in Advertising

    Chapter 4: The Effects of Gendered Advertisements on Audiences

    Part II: Gender, Sex and Advertising Effectiveness

    Chapter 6: Psychographic Gender as a Predictor of the Effectiveness of Gendered Ads

    Chapter 7: Sex, Gender and Processing Gendered Advertising Content

    Part III: Recommendations for the Audience, Marketers and Policy Makers

    Chapter 8: How Can Audiences Protect Themselves?

    Chapter 9: How Could Marketers Help Themselves and Others?

    Chapter 10: What (More) Could Policy Makers Do?




    Dr Magdalena Zawisza-Riley is an academic and consultant, with the position of Reader at Anglia Ruskin University, UK. She publishes in leading journals in gender, social and consumer psychology, is a holder of prestigious grants, and a co-editor of the Routledge International Handbook of Consumer Psychology. Her work has attracted media attention and informed Advertising Standards Authority reports.