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Gender Issues in Advertising—An Oversight Synthesis of Research: 1970–2002

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  • WOLIN, LORI D.

Abstract

An unbiased comprehensive oversight synthesis of three decades of gender-related advertising research is undertaken. Seventy-six articles found in premiere marketing, psychology, sociology, and communications journals were reviewed. Findings of the gender role research indicate advertisements are generally moving toward a slightly less stereotypical stance. Findings of the selectivity hypotheses research indicate females versus males process advertisements differently. Findings of the spokesperson gender effects research indicate controversy exists, and the gender advertising response literature findings assert gender differences in advertising responses exist. Finally, the gender brand positioning literature specifies gender differences exist. The findings are synthesized and implications are suggested.

Suggested Citation

  • Wolin, Lori D., 2003. "Gender Issues in Advertising—An Oversight Synthesis of Research: 1970–2002," Journal of Advertising Research, Cambridge University Press, vol. 43(1), pages 111-129, March.
    • Handle: RePEc:cup:jadres:v:43:y:2003:i:01:p:111-129_03
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    Cited by:

    1. Pillai, Kishore Gopalakrishna & Katsikeas, Constantine S. & Presi, Caterina, 2012. "Print advertising: Type size effects," Journal of Business Research, Elsevier, vol. 65(6), pages 865-868.
    2. Taewon Suh & Rick T. Wilson & Seungtae On, 2023. "Gender difference in visual attention to digital content of place-based advertising: a data-driven scientific approach," Electronic Commerce Research, Springer, vol. 23(2), pages 877-897, June.
    3. Edouard Civel & Nathaly Cruz-Garcia, 2018. "Green, yellow or red lemons? Framed field experiment on houses energy labels perception," Working Papers hal-04141696, HAL.
    4. Joanna Koszela-Kulinska & Rafal Michalski, 2015. "The effects of the anthropological race, gender and location of verbal-pictorial stimuli on the usability of visual information conveyance," WORking papers in Management Science (WORMS) WORMS/15/01, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    5. Poornima Gupta & Preeti Goyal, 2024. "Herding the influencers for investment decisions: millennials bust the gender stereotype," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 229-241, June.
    6. Yvette Sterbenk & Sara Champlin & Kasey Windels & Summer Shelton, 2022. "Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality," Journal of Business Ethics, Springer, vol. 177(3), pages 491-505, May.
    7. Salzberger, Thomas & Newton, Fiona J. & Ewing, Michael T., 2014. "Detecting gender item bias and differential manifest response behavior: A Rasch-based solution," Journal of Business Research, Elsevier, vol. 67(4), pages 598-607.
    8. McKay-Nesbitt, Jane & Bhatnagar, Namita & Smith, Malcolm C., 2013. "Regulatory fit effects of gender and marketing message content," Journal of Business Research, Elsevier, vol. 66(11), pages 2245-2251.
    9. Varsha Jain & Kriti Bharadwaj & Amrita Bansal & Vivek S Natarajan, 2016. "Discovering the Changes in Gendering of Products: Case of Woman in ‘Bikerni Community’ in India," Border Crossing, Transnational Press London, UK, vol. 6(2), pages 169-194, July-Dece.
    10. Varsha Jain & Subhadip Roy & Adwita Pant, 2013. "Effect of colour and relative product size (RPS) on consumer attitudes," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 1(1), pages 41-58, October.
    11. Maseeh, Haroon Iqbal & Jebarajakirthy, Charles & Pentecost, Robin & Ashaduzzaman, Md. & Arli, Denni & Weaven, Scott, 2021. "A meta-analytic review of mobile advertising research," Journal of Business Research, Elsevier, vol. 136(C), pages 33-51.
    12. Cesare Amatulli & Matteo Angelis & Alessandro M. Peluso & Isabella Soscia & Gianluigi Guido, 2019. "The Effect of Negative Message Framing on Green Consumption: An Investigation of the Role of Shame," Journal of Business Ethics, Springer, vol. 157(4), pages 1111-1132, July.

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