212 pages | 29 B/W Illus.
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?