Scientific Research Criticizing Stereotyped Advertising: a historical search in marketing and advertising publications (1971-2018)
DOI:
https://doi.org/10.5007/2175-8077.2019V21n53p160Abstract
Commercial advertising exists to promote exchanges. Thus, on a recurring basis, it uses stereotyping to achieve success. This text seeks to examine how critical theory has been approached in the marketing and advertising literature, well identifies the existence of a critical current in these areas. A search was made to evaluate the dissemination of knowledge within a given field of study, from a window between the years 1971 and 2018. It was verified that there are critical publications in prestigious journals in the areas of marketing and advertising; there is an expressive presence of researchers conducting studies related to this field of study and the subject is emerging (interest is growing among researchers). The study contributes to the adoption of ethical practices by academics and marketing and advertising professionals. It suggests the existence of a critical eye, which has reproved abuses throughout the history of world advertising.References
ÅKESTAM, N. Caring for her: the influence of presumed influence on female consumers’ attitudes towards advertising featuring gender-stereotyped portrayals. International Journal of Advertising, v. 37, n. 6, p. 871–892, nov. 2018.
ALANA. Criança e Consumo.
AMS. Academy of Marketing Science. Disponível em: <https://www.ams-web.org/>.
AYHAN, N. P. Sex structure of occupations in the advertising industry : Where are the female ad practitioners ? v. 4, p. 243–267, 2010.
BANISTER, E. N.; HOGG, M. K. Negative symbolic consumption and consumers’ drive for self‐esteem. European Journal of Marketing, v. 38, n. 7, p. 850–868, 2004.
BARBOSA, L. Sociedade de Consumo. Rio de Janeiro: Zahar, 2010.
BEARD, F. K. Advertising and audience offense: The role of intentional humor. Journal of Marketing Communications, v. 14, n. 1, p. 1–17, 2008.
BEETLES, A. Y L. H. Consumer attitudes towards female nudity in advertising: An empirical study. Marketing Theory, v. 5, n. 4, p. 397–432, 2005.
BELKAOUI, A.; BELKAOUI, J. A Comparative Analysis of the Roles Portrayed by Women in Print Advertisements: 1958, 1970, 1972. Journal of Marketing Research, v. 13, n. 2, p. 168–172, 1976.
BUSBY, L.; LEICHTY, G. Feminism and Advertising in Tradittional an Nontradittional Women´s Magazines 1950s-1980. Journal of Advertising Researth, v. 70, n. 2, p. 247–264, 1989.
CLAY, D.; VIGNOLES, V. L.; DITTMAR, H. Body Image and Self Esteem Among Adolescent Girls: Testing the Influence of Sociocultural Factors. Journal of Resarch on Adolescence, v. 15, n. 4, p. 451–477, 2005.
COLTRANE, S.; ADAMS, M. Work-family imagery and gender stereotypes: Television and the reproduction of difference. Journal of Vocational Behavior, v. 50, n. 2, 1997.
COLTRANE, S.; MESSINEO, M. The perpetuation of subtle prejudice: Race and gender imagery in 1990s television advertising. Sex Roles, v. 42, n. 5–6, 2000.
COURTNEY, A. et al. Woman ’ s Portrayed by Analysis of the in Magazine Roles. Journal of Marketing Research, v. 8, n. 1, p. 92–95, 1971.
COURTNEY, A.; LOCKERETZ, S. W. A woman’s place: An analysis of the roles portrayed by women in magazine advertisements. Journal of Marketing Research, v. 8, n. February, p. 92–95, 1971.
DE WULF, K.; ODEKERKEN‐SCHRÖDER, G.; HOFSTEE, N. Is gender stereotyping in advertising more prevalent in masculine countries? International Marketing Review, v. 19, n. 4, p. 408–419, 2002.
DE YOUNG, S.; CRANE, F. G. Females’ Attitudes Toward the Portrayal of Women in Advertising: A Canadian Study. International Journal of Advertising, v. 11, n. 3, p. 249–255, 1992.
DIMOFTE, C. V.; YALCH, R. F. The role of frequency of experience with a product category and temporal orientation in self-referent advertising. Journal of Consumer Psychology, v. 20, n. 3, 2010.
DÖRING, N.; PÖSCHL, S. Images of men and women in mobile phone advertisements: A content analysis of advertisements for mobile communication systems in selected popular magazines. Sex Roles, v. 55, n. 3–4, 2006.
EISEND, M. A meta-analysis of gender roles in advertising. Journal of the Academy of Marketing Science, v. 38, n. 4, p. 418–440, 2010.
EISEND, M.; PLAGEMANN, J.; SOLLWEDEL, J. Gender roles and humor in advertising: The occurrence of stereotyping in humorous and nonhumorous advertising and its consequences for advertising effectiveness. Journal of Advertising, v. 43, n. 3, 2014.
FERGUSON, J. H.; KRESHEL, P. J.; TINKHAM, S. F. In the pages of Ms.: Sex role portrayals of women in advertising. Journal of Advertising, v. 19, n. 1, p. 40–51, 1990.
FORD, J. B. et al. Gender role portrayals in japanese advertising: A magazine content analysis. Journal of Advertising, v. 27, n. 1, 1998.
FORD, J. B.; LATOUR, M. S.; LUNDSTROM, W. J. Contemporary Women’s Evaluation of Female Role Portrayals in Advertising. Journal of Consumer Marketing, v. 8, n. 1, p. 15–27, 1991.
GILLY, M. C. Sex Roles in Advertising: A Comparison of Television Advertisements in Sex Roles in Advertising: A Comparison of Television. Source Journal of Marketing, v. 52, n. 2, p. 75–85, 1988.
GRAU, S. L.; ZOTOS, Y. C. Gender stereotypes in advertising: A review of current research. International Journal of Advertising, v. 35, n. 5, 2016.
GUO, F. et al. Product Placement in Mass Media: A Review and Bibliometric Analysis. Journal of Advertising, v. 0, n. 0, p. 1–17, 2019.
HERBOZO, S. et al. Beauty and Thinness Messages in Children’s Media: A Content Analysis. Eating Disorders, v. 12, n. 1, p. 21–34, jan. 2004.
HORKHEIMER, M.; ADORNO, T.; NOERI, G. Dialectic of Enlightenment. Palo Alto: Stanford University Press, 2002.
INSTITUTO PATRÍCIA GALVÃO. Representações das mulheres nas propagandas na TV. São Paulo: [s.n.].
JOHAR, G. V.; MOREAU, P.; SCHWARZ, N. Gender Typed Advertisements and Impression Formation: The Role of Chronic and Temporary Accessibility. Journal of Consumer Psychology, v. 13, n. 3, 2003.
KELLEY, T. C.; HARE, J. F. Pair-bonded humans conform to sexual stereotypes in web-based advertisements for extra-marital partners. Evolutionary Psychology, v. 8, n. 4, 2010.
KIM, J.; MCMILLAN, S. J. Evaluation of Internet Advertising Research: A Bibliometric Analysis of Citations from Key Sources. Journal of Advertising, v. 37, n. 1, p. 99–112, 2008.
KITSA, M.; MUDRA, I. Gender stereotypes of women in television advertising in Ukraine. Feminist Media Studies, v. 1, n. 1, p. 1–17, fev. 2019.
KWAK, H.; ZINKHAN, G. M.; DELORME, D. E. Effects of compulsive buying tendencies on attitudes toward advertising: The moderating role of exposure to tv commercials and tv shows. Journal of Current Issues and Research in Advertising, v. 24, n. 2, p. 17–32, 2002.
LANIS, K.; COVELL, K. Images of women in advertisements: Effects on attitudes related to sexual aggression. Sex Roles, v. 32, n. 9–10, p. 639–649, 1995.
LAVINE, H.; SWEENEY, D.; WAGNER, S. Depicting women as sex objects in television advertising: Effects on body dissatisfaction. Personality and Social Psychology Bulletin, v. 25, p. 1049–1058, 1999.
LAZAR, M. M. Discover the power of femininity! Feminist Media Studies, v. 6, n. 4, p. 505–517, 2006.
LENS, I.; PANDELAERE, M.; WARLOP, L. Effects of Advertising Exposure on Materialism and Self-Esteem: Advertised Luxuries As a Feel-Good Strategy? Advances in Consumer research, v. 37, p. 850–852, 2006.
LINDNER, K. Images of women in general interest and fashion magazine advertisements from 1955 to 2002. Sex Roles, v. 51, n. 7–8, 2004.
LYSONSKI, S. Role Portrayals i n British Magazine Advertisements. European Journal of Marketing, v. 19, n. 7, p. 37–45, 2006.
LYSONSKI, S.; POLLAY, R. Advertising Sexism is Forgiven, but Not Forgotten: Historical, Cross-Cultural and Individual Differences in Criticism and Purchase Boycott Intentions. International Journal of Advertising, v. 9, n. 4, p. 317–329, 1990.
MAGER, J.; HELGESON, J. G. Fifty Years of Advertising Images: Some Changing Perspectives on Role Portrayals Along with Enduring Consistencies. Sex Roles, v. 64, n. 3, p. 238–252, 2011.
MANSFIELD-DEVINE, S. When advertising turns nasty. Network Security, v. 2015, n. 11, p. 5–8, 2015.
MESSINEO, M. J. Does advertising on black entertainment television portray more positive gender representations compared to broadcast networks? Sex Roles, v. 59, n. 9–10, 2008.
MICHELLE, C. Co-Constructions of Gender and Ethnicity in New Zealand Television Advertising. Sex Roles, v. 66, n. 1–2, 2012.
NANDI, S.; BHAT, S.; WOLFS, B. Effectiveness of Indian Advertisements in Breaking Stereotypes : A Comparative Analysis Using the Hierarchy of Effects Model. Indian Journal of Marketing, v. 49, n. 3, p. 7, mar. 2019.
NAVARRO, M.; MARTÍN, M. Bibliometric analysis of research on women and advertising: Differences in print and audiovisual media. Comunicar, v. 21, n. 41, p. 105–114, 2013.
PERES VANTI, N. A. Da bibliometria à webometria: uma exploração conceitual dos mecanismos utilizados para medir o registro da informação e a difusão do conhecimento. Artículo, v. 31, n. Bibliometría y webmetría, p. 152–162, 2002.
PIRON, F.; YOUNG, M. Consumer Marketing Consumer Advertising in Germany and the United States. Journal of International Consumer Marketing, v. 8, n. May 2013, p. 37–41, 2008.
PLAKOYIANNAKI, E.; ZOTOS, Y. Images of Women in Online Advertisements of Global Products : Does Sexism Exist ? Journal of Business Ethics, v. 83, p. 101–112, 2008.
PLAKOYIANNAKI, E.; ZOTOS, Y. Female role stereotypes in print advertising. European Journal of Marketing, v. 43, n. 11/12, p. 1411–1434, 2009.
POLLAY, R. On the Value of Reflections on the Values in “The Distorted Mirror”. Journal of Marketing, v. 51, n. 3, p. 104–110, 1987.
POLLAY, R. W. The Distorted Mirror: Reflections on the Unintended Consequences of Advertising. Advertising & Society Review, v. 1, n. 1, p. 18–36, 2000.
POLLAY, R. W.; DEWHIRST, T. The dark side of marketing seemingly “Light” cigarettes: successful images and failed fact. Tobacco Control, v. 11, n. Supplement 1, p. i18–i31, 2002.
PRIELER, M. et al. Gender portrayals of older people in Japanese television advertisements: Continuity or change? Asian Women, v. 33, n. 1, 2017.
RÖSSNER, A.; KÄMMERER, M.; EISEND, M. Effects of ethnic advertising on consumers of minority and majority groups: The moderating effect of humor. International Journal of Advertising, v. 36, n. 1, p. 190–205, 2017.
RUGGIERO, J. A.; WESTON, L. C. Work options for women in women’s magazines: The medium and the message. Sex Roles, v. 12, n. 5–6, p. 535–547, 1985.
SCHROEDER, J. E.; ZWICK, D. Mirrors of Masculinity: Representation and Identity in Advertising Images. Consumption Markets & Culture, v. 7, n. 1, p. 21–52, 2004.
SENGUPTA, R. Reading representations of black, east asian, and white women in magazines for adolescent girls. Sex Roles, v. 54, n. 11–12, 2006.
SHILBURY, D. A Bibliometric Study of Citations to Sport Management and Marketing Journals. Journal of Sport Management, v. 25, n. 5, p. 423–444, 2016.
STANKIEWICZ, J. M.; ROSSELLI, F. Women as sex objects and victims in print advertisements. Sex Roles, v. 58, n. 7–8, p. 579–589, 2008.
STERN, B. B. Pleasure and persuasion in advertising: Rhetorical irony as a humor technique. Current Issues and Research in Advertising, v. 12, n. 1–2, p. 25–42, 1990.
TARABASHKINA, L.; QUESTER, P.; CROUCH, R. Food advertising, children’s food choices and obesity: Interplay of cognitive defences and product evaluation: An experimental study. International Journal of Obesity, v. 40, n. 4, p. 581–586, 2016.
TENG, F. et al. Materialism Predicts Young Chinese Women’s Self-Objectification and Body Surveillance. Sex Roles, v. 76, n. 7–8, 2017.
VINACKE, W. E. Stereotypes as social concepts. The journal of social Psychology, v. 46, n. 2, p. 229–243, 1957.
WANG, C. C.; HU, W. C. Bibliometric Analysis of Advertising Endorser Research in Marketing. E-Business, Management and Economics, v. 3, p. 102–106 ST–Bibliometric Analysis of Advertising, 2011.
WILES, C. R.; TJEMLUND, A. A Comparison of Role Portrayal of Men and Women in Magazine Advertising in the USA and Sweden. International Journal of Advertising, v. 10, n. 3, p. 259–267, 1991.
WILES, J. A. et al. The Netherlands , Sweden and the USA. European Journal of Marketing, v. 29, n. 11, p. 35–49, 2006.
WOLIN, L. D. Gender Issues in Advertising - An Oversight Synthesis of Research: 1970-2002. Journal of Advertising Researth, v. 43, n. 1, p. 111–129, 2003.
ZAWISZA, M. et al. Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa. Journal of Gender Studies, v. 27, n. 4, p. 464–480, 2018.
ZOTOS, Y. C.; TSICHLA, E. Female Stereotypes in Print Advertising: A Retrospective Analysis. Procedia - Social and Behavioral Sciences, v. 148, p. 446–454, 2014.
Downloads
Published
How to Cite
Issue
Section
License
The author transfers all copyright of the article to Revista Ciências da Administração, with any reproduction, total or partial, in any means of publication, printed or electronic, being prohibited, without the prior and necessary authorization being requested and, if obtained, will include the competent registration and thanks to the Magazine.
This work is licensed under a Creative Commons Atribuição-NãoComercial-SemDerivações 4.0 Internacional.