Advertising, Gender and Society: A Psychological Perspective, 1st Edition (Paperback) book cover

Advertising, Gender and Society

A Psychological Perspective, 1st Edition

By Magdalena Zawisza-Riley


212 pages | 29 B/W Illus.

Purchasing Options:$ = USD
Paperback: 9781138501379
pub: 2019-07-04
Hardback: 9781138307360
pub: 2019-07-09
eBook (VitalSource) : 9781315144306
pub: 2019-07-03
from $22.98

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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.

Table of Contents

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?



About the Author

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.

Subject Categories

BISAC Subject Codes/Headings:
PSYCHOLOGY / Social Psychology


Chapter 1

  1. eResource 1. ASA’s anti-subliminal ad ‘People have been trying to find the breasts in these ice cubes since 1957’:
    Google link
  2. eResource 2. Aboslut’s recent take on ASA’s anti-subliminal ad: 
    Google link
  3. eResource 3 (also p. 167). Protein World’s ‘Beach Body Ready’ campaign (summer 2015):
    Google link
  4. Consumers’ reactions to Protein World’s ‘Beach Body Ready’ campaign (summer 2015):
    1. eResource 4. Google link
    2. eResource 5. Google link
    3. eResource 6. Google link
  5. eResource 7. Zara’s ‘Love your curls’ campaign (spring 2017):
    Google link

Chapter 3

  1. eResource 8: Link to photographer Eli Rezkallah’s work on gender role reversal in vintage adverts.

Chapter 9

  1. eResource 9: Sportsbet most complained about ad:
  2. eResource 10. Dove’s 2006 video “Evolution”:
  3. eResource 11: Dove’s 2013 “Real Beauty Sketches” commercial:
  4. eResource 12: Dove in troubles for a racist social media ad:
  5. eResource 13: Burger King’s 2015 campaign advertising ‘Proud Whooper’:
  6. eResource 14: Malteser’s ‘New Boyfriend’ Paralympics advertising campaign 2016:
  7. eResource 15: Refinery29 ‘30 second Donald Trump Makeup Transformation’:
  8. eResource 16: John Lewis ‘Buster the Boxer’ Christmas 2016 post-Brexit campaign:
  9. eResource 17: Microsoft ‘Girls do science’ 2015 commercial:
  10. eResource 18: Sports England ‘This Girl Can’ 2015 campaign:
  11. eResource 19: Always ‘Like a Girl’ 2014 campaign:
  12. eResource 20: 2016, CoverGirl ‘SoLashy’ mascara:
  13. eResource 21: 2015 Moschino Barbie fouxmercial:
  14. eResource 22: Cheerio’s ‘How To Dad’ 2014 commercial:
  15. eResource 23: Huggies ‘Dad test’ 2012 campaign: