Title
Impacts of advertisements that are unfriendly to women and men Impacts of advertisements that are unfriendly to women and men
Author
Faculty/Department
Faculty of Social Sciences. Communication Sciences
Publication type
article
Publication
London ,
Subject
Economics
Mass communications
Source (journal)
International journal of advertising. - London
Volume/pages
31(2012) :3 , p. 623-656
ISSN
0265-0487
1759-3948
ISI
000307612500009
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
Taking Belgium as a case in point, this study analyses, first, tolerance for advertisements unfriendly to women and men as expressed by advertising and marketing professionals, consumers and gender equal opportunity workers. Second, it compares which types of unequal gender portrayal raise concerns with which sector of respondents. Finally, it analyses the differences in adherence of the three sectors to the two main policy solution paradigms proposed in the 2008 European Parliament Resolution on 'How marketing and advertising affect equality between women and men'. Results suggest a degree of tolerance that varies significantly according to sector, language, gender and age. Overall, respondents express more concerns regarding traditional sex roles in advertising than regarding nudity, unattainable beauty standards or gender stereotypes, and prefer gender-and-advertising literacy programmes and awards for advertisements that break through gender stereotypes over stricter ethical and/or legal regulations. These findings should prove useful to advertising and marketing professionals, national advertising regulatory bodies and policy makers.
E-info
https://repository.uantwerpen.be/docman/iruaauth/42d9d1/c7d2664.pdf
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