ABSTRACT

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.

part I|2 pages

Key concepts: Advertising, gender and society

chapter 1|14 pages

Advertising, culture and society

chapter 2|17 pages

The concepts of gender, sex and culture

chapter 3|20 pages

Portrayal of gender in advertising

chapter 4|17 pages

The effects of gendered ads on audiences

part II|2 pages

Gender, sex and advertising effectiveness

part III|2 pages

Recommendations for the audience, marketers and policy makers

chapter 8|12 pages

How can audiences protect themselves?

chapter 10|13 pages

What (more) could policy makers do?