GENDER IN ADVERTISING REVISITED
GENDER IN ADVERTISING REVISITED

Summary/Abstract: Gender plays a crucial role as far as commercials and advertising in general are concerned. Analyzing this role can only reveal the way in which advertising makers attempt to manipulate the masses and furthermore increase awareness of this manipulation strategy. From the point of view of ‘reward types’ category, many gender role effects have been observed. The general pattern is that males are shown to be associated with pleasurable rewards, while females advertise more products that yield social self-enhancement. All observations show that females are associated more often with social approval and/or self-enhancement. The category ‘practical’ is not a strong indicator of se stereotyping, as different countries tend to show a diverse pattern. Some show that males are associated more often with practical rewards while others show the reverse pattern.

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