RT Journal Article
SR Electronic
T1 Effects of Nonstereotyped Occupational Gender Role Portrayal in Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 179
OP 196
DO 10.2501/JAR-2020-008
VO 60
IS 2
A1 Karina T. Liljedal
A1 Hanna Berg
A1 Micael Dahlen
YR 2020
UL http://www.journalofadvertisingresearch.com/content/60/2/179.abstract
AB Stereotyped occupational gender-role portrayals still are used frequently in advertising. Despite this, no previous research has examined their effects. Tentative findings from the advertising industry and some recent research suggest that other types of nonstereotyped gender-role portrayals in advertising can have a number of positive effects. This article corroborates these findings in three empirical studies that demonstrate the positive brand-related and social effects of nonstereotyped occupational gender-role portrayals in advertising on respondents, regardless of their gender. The findings also reveal that the positive effects of nonstereotyped occupational gender-role portrayals can be explained by signaling mechanisms. This article thus contributes to the literature on stereotyped gender-role portrayals as well as to the wider application of signaling theory and the growing research interest in how social and brand-related effects are connected.