دانلود مقاله با موضوع کلیشه های جنسیتی در تبلیغات اثرات متقابل جنسیتی منفی دارند
در قالب pdf و در 31 اسلاید،قابل ویرایش، شامل:
موضوع به انگلیسی:Gender stereotypes in advertising
have negative cross-gender effects
بخشی از متن:
Abstract
Purpose – This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More
specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female
portrayals should hold across gender portrayal and target audience gender.
Design/methodology/approach – In two experimental studies, the effects of stereotyped portrayals (vs
non-stereotyped portrayals) across gender are compared.
Findings – The results show that advertising portrayals of women and men have a presumed negative
influence on others, leading to higher levels of ad reactance, which has a negative impact on brand-related effects
acrossmodel and participant gender, and for gender stereotypes in terms of physical characteristics and roles.
Research limitations/implications – Whereas previous studies have focused on reactions of women to
female stereotypes, the current paper suggests that women and men alike react negatively to stereotyped
portrayals of other genders.
Practical implications – The results indicate that marketers can benefit from adapting a more mindful
approach to the portrayals of gender used in advertising.
Originality/value – The addition of a cross-gender perspective to the literature on gender stereotypes in
advertising is a key contribution to this literature.
Keywords Advertising, Psychological reactance, Presumed influence, Gender stereotypes
Paper type Research paper
