TUM Library

Advertising, Gender and Society explores contemporary social-psychological theory and original research that examines the portrayal of gender in advertising. It reports empirical data, discusses the social implications of gendered advertising and comments on the relevant 2019 ASA rules. Zawisza-Riley analyses theories such as stereotype content and elaboration likelihood models, stereotype threat and ambivalent sexism theories, the selectivity hypothesis as well as implicit and embodied cognition to illuminate the relationships between sex, gender and advertising in cultural and social contexts. The author thus examines the portrayal of gender in advertising, its effectiveness and effect on audiences and the ways in which audiences, marketers and policy-makers can mitigate potential harm of gendered advertising. She offers theory extension and novel application of existing theory and research to the subject of gender advertising. Advertising, Gender and Society is ideal for students, academics and professionals in the fields of psychology, gender and media studies as well as marketing, advertising and policy-making.

Cover; Half Title; Title Page; Copyright Page; Dedication; About the author; Acknowledgements; Preface; Part I: Key concepts: Advertising, gender and society; 1. Advertising, culture and society; 2. The concepts of gender, sex and culture; 3. Portrayal of gender in advertising; 4. The effects of gendered ads on audiences; Part II: Gender, sex and advertising effectiveness; 5. The effectiveness of gendered ads; 6. Psychographic gender as a predictor of the effectiveness of gendered ads; 7. Sex, gender and processing gendered advertising content

Part III: Recommendations for the audience, marketers and policy makers8. How can audiences protect themselves?; 9. How could marketers help themselves and others?; 10. What (more) could policy makers do?; References; Index

OCLC-licensed vendor bibliographic record.