Attitude Towards Female Role Portrayal in Advertising and Its Impact on Brand Image & Purchase Intention: Linkages with Feminine Role Orientation
Attitude Towards Female Role Portrayal in Advertising and Its Impact on Brand Image & Purchase Intention: Linkages with Feminine Role Orientation

Author(s): Shraddha Shivani, Evelina Sahay, Somnath Mukherjee, Sadiya Fatima
Subject(s): Gender Studies, Marketing / Advertising
Published by: Transnational Press London
Keywords: Attitude Towards; Female Role; Portrayal in Advertising; Brand Image; Purchase Intention; Feminine Role;
Summary/Abstract: Advertising has become a vital element of society’s cultural and economic fabric, and a fundamental technique of marketing communications (Lane et al., 2005; Lauer, 2007; Pellicer, 2017). Messages communicated through advertisements work to sell through persuasion and imagination (Baack et al., 2016; Dahlén et al., 2008; Hartnett et al., 2016; West et al., 2019). As a result, modern marketing techniques rely primarily on innovative advertising to attract customers and influence their purchasing decisions (Ahmed, 2016; Fatima, 2015; Kumar, 2013; Muhammad Awan et al., 2016; Rai, 2013). Individuals’ attention to and elaboration of advertising stimuli is controlled chiefly by three types of elements. First, qualities of the stimuli, such as the impression of the product’s femininity or masculinity. Second, qualities of the individual, such as gender-role orientation, that can be traditional or non-traditional. Third, there’s a chance that situational considerations play a role such as the subject’s surroundings at the moment of exposure.

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