ABSTRACT
Is the reluctance to break away from gender stereotypes in advertising content justified? This chapter will draw on new trends in advertising that illustrate the success of non-traditionally gendered ads. I will link real examples of non-traditional ads to the findings reported in Part II and to advances in psychological research on social perception as applied to advertising effectiveness. This chapter will outline my original research, showing how the effectives of non-traditionally gendered ads can be further improved (Zawisza, Harvey & Gradidge, 2019). I will close by offering recommendations for marketers on how to improve the effectiveness of non-traditionally gendered advertising in global markets, and simultaneously promote a more equitable society. In doings so I will refer to various concepts discussed in previous chapters.
