Gender Issues in Advertising
In light of the increasingly complex view of gender from a psychological perspective, scholarly research is being sought regarding the changing nature of gender affiliation and advertising impact. The issue here is how advertisers accurately can portray consumers in the ways in which they would like, reflecting their chosen gender orientation. This is important for targeting particular consumer segments. The changing nature of role portrayal depictions and lifestyle settings in advertising make this an important topic. The potential for alienation is always something for advertisers to avoid, and the need for prescreening of advertisements with target respondents is greater now than ever.
JAR, therefore, is calling for research into gender issues in advertising. The deadline for submissions is January 31, 2019.
Following is an indicative, but not exhaustive, list of possible areas for submissions:
- Highly Attractive Models versus Normally Attractive Models in Advertising
- The Fine Line between Sexy and Sexist Advertising
- Metrosexual Images and Segmentation
- LGBT and Transgender Depictions in Advertisements
- Unreal Expectations Based on Ideal Imagery in Advertising
- Male Images and Ad Likeability
- Androgyny and Unisex Portrayals
- Nudity in Advertising
- Gender as Psychology as Opposed to Sexual Makeup
We are looking for immediately actionable research findings, and as a result we are looking for empirical papers. Given our strong practitioner readership, please place particular emphasis on practitioner implications of the research findings.
Any questions or to submit abstracts for feedback – please contact the Editor-in-Chief: Professor John B. Ford (jbford@odu.edu).
Neuroscience Techniques and Effectiveness in Advertising: Perils and Pitfalls
We have run several special issues previously involving Neuroscience in Advertising, and it is still a topic of great interest to scholars as well as to practitioners. There have been criticisms raised about neuro research and the resulting conclusions being drawn, however. Some have found problems with tools involved and data that is full of noise. All of this requires careful screening by knowledgeable individuals to purify the results.
As this field is rapidly evolving, it is important to present cutting-edge results that advance our knowledge of which tools are best in the proper circumstances, and how to avoid mistaken readings of resulting data. Given the importance of this topic for the advertising industry and given the research priorities of the Advertising Research Foundation, I would like to reopen this topic for discussion. Successful submissions will be published in JAR in 2019.
To be considered, papers should contribute to both advertising theory and practice. Given our strong practitioner readership, particular emphasis is on practitioner implications of the research findings. We also welcome papers critical of the contribution of neuroscience as given the enthusiasm around these methods. Neuro techniques could focus on eye tracking, galvanometers, fMRIs, facial recognition software, skull cap sensors, virtual goggles, etc.
The following list is an indicative, but not exhaustive, list of areas where we are seeking submissions:
- Comparison between neuro and traditional research methods
- Neuroscience traps to avoid
- How to screen out noise from the data
- Objective evidence to complement perceptual research
- Comparisons across neuro techniques
- Cost vs. benefit analysis of using neuro: Do the substantive costs pay off?
- Research quality issues associated with implementing neuroscience in marketing
Maximum length for papers is 7,000 words, with shorter papers encouraged. Authors can use appendices for material useful, but not central to the paper.
The best paper submitted may be invited to present their research at a suitable ARF conference to showcase their research to a wide practitioner audience. The submission deadline to be considered for this opportunity is 31st of July, 2018.
See previous calls for papers here.