TY - JOUR T1 - Gender Issues in Advertising JF - Journal of Advertising Research JO - J Advert Res SP - 111 LP - 130 DO - 10.2501/JAR-43-1-111-130 VL - 43 IS - 1 AU - Lori D. Wolin Y1 - 2003/03/01 UR - http://www.journalofadvertisingresearch.com/content/43/1/111.abstract N2 - 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. ER -