Journal article
Impacts of advertisements that are unfriendly to women and men
International journal of advertising, v 31(3), pp 623-656
01 Jan 2012
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Taking Belgium as a case in point, this study analyses, first, tolerance for advertisements unfriendly to women and men as expressed by advertising and marketing professionals, consumers and gender equal opportunity workers. Second, it compares which types of unequal gender portrayal raise concerns with which sector of respondents. Finally, it analyses the differences in adherence of the three sectors to the two main policy solution paradigms proposed in the 2008 European Parliament Resolution on 'How marketing and advertising affect equality between women and men'. Results suggest a degree of tolerance that varies significantly according to sector, language, gender and age. Overall, respondents express more concerns regarding traditional sex roles in advertising than regarding nudity, unattainable beauty standards or gender stereotypes, and prefer gender-and-advertising literacy programmes and awards for advertisements that break through gender stereotypes over stricter ethical and/or legal regulations. These findings should prove useful to advertising and marketing professionals, national advertising regulatory bodies and policy makers.
Metrics
Details
- Title
- Impacts of advertisements that are unfriendly to women and men
- Creators
- Corine Van Hellemont - University of AntwerpHilde Van den Bulck - University of Antwerp
- Publication Details
- International journal of advertising, v 31(3), pp 623-656
- Publisher
- WORLD ADVERTISING RESEARCH CENTER
- Number of pages
- 34
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Communication
- Web of Science ID
- WOS:000307612500009
- Scopus ID
- 2-s2.0-84865179547
- Other Identifier
- 991021864977804721
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InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Web of Science research areas
- Business
- Communication