PT  - JOURNAL ARTICLE
AU  - Lori D. Wolin
TI  - Gender Issues in Advertising
AID  - 10.2501/JAR-43-1-111-130
DP  - 2003 Mar 01
TA  - Journal of Advertising Research
PG  - 111--130
VI  - 43
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/43/1/111.short
4100  - http://www.journalofadvertisingresearch.com/content/43/1/111.full
SO  - J Advert Res2003 Mar 01; 43
AB  - An unbiased comprehensive oversight synthesis of three decades of gender-related advertising research is undertaken. Seventy-six articles found in premiere marketing, psychology, sociology, and communications journals were reviewed. Findings of the gender role research indicate advertisements are generally moving toward a slightly less stereotypical stance. Findings of the selectivity hypotheses research indicate females versus males process advertisements differently. Findings of the spokesperson gender effects research indicate controversy exists, and the gender advertising response literature findings assert gender differences in advertising responses exist. Finally, the gender brand positioning literature specifies gender differences exist. The findings are synthesized and implications are suggested.