RT Journal Article
SR Electronic
T1 Gender Issues in Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 111
OP 130
DO 10.2501/JAR-43-1-111-130
VO 43
IS 1
A1 Lori D. Wolin
YR 2003
UL http://www.journalofadvertisingresearch.com/content/43/1/111.abstract
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.