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Navarro-Beltrá, Marián, und Marta Martín-Llaguno. „Bibliometric analysis of research on women and advertising: Differences in print and audiovisual media“. Comunicar 21, Nr. 41 (01.06.2013): 105–14. http://dx.doi.org/10.3916/c41-2013-10.
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The media in general, and advertising in particular, are considered as important agents of socialization, including genderrelated issues. Thus the legislator has focused on the regulation of the images of women and men in advertisements. However, regulations prohibiting sexist advertising in Spain pay specific attention to audiovisual media. The objective of this study is to check whether this unequal interest also takes place in academic research. This paper analyzes the differences in the scientific literature (national and international) on the sexism in advertising depending on the media. Specifically we examine the methodology, techniques and ways to measure concepts. In order to do this, we conduct a systematic review of studies on gender and advertising published in Spanish or English between 1988 and 2010 in seven databases Spanish (Dialnet, Compludoc, ISOC), or international (Scopus, Sociological Abstracts, PubMed and Eric).The main results of the 175 texts analyzed show that, unlike legislative controls, the academy has studied mainly sexism in advertising in print media, although interest by analysis of the treatment of gender in the discourse of advertising audiovisual seems to be increasing. Los medios de comunicación en general, y la publicidad en particular, son considerados importantes agentes de socialización, incluso en temas relacionados con el género. No en vano el legislador se ha preocupado por la regulación de las imágenes de mujeres y hombres trasmitidas en los anuncios. Sin embargo, las normativas que prohíben la publicidad sexista en España prestan específica atención a los medios audiovisuales en detrimento del resto. En este escenario, el objetivo del presente trabajo es comprobar si este dispar interés según soporte se reproduce en la investigación. Así, se consideran las diferencias en la producción científica (nacional e internacional) sobre el sexismo publicitario en función del medio de comunicación observando específicamente la metodología, las técnicas y la forma concreta de medir este concepto en los artículos. Para ello se realiza una revisión sistemática de los estudios sobre publicidad y género publicados en español o en inglés entre 1988 y 2010 indexados en siete importantes bases de datos españolas (Dialnet, Compludoc, Isoc) e internacionales (Scopus, Sociological Abstracts, PubMed y Eric). A partir del análisis de los 175 textos seleccionados, los resultados apuntan que, a diferencia de los controles legislativos, la academia ha estudiado mayoritariamente el sexismo publicitario en los medios impresos, aunque el interés por el análisis del tratamiento de género en los discursos publicitarios audiovisuales parece irse acrecentando.
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Montes, Antonia. „Gender stereotyping and retro-sexism in advertising discourse from a postfeminist perspective“. Feminismo/s, Nr. 38 (13.07.2021): 177. http://dx.doi.org/10.14198/fem.2021.38.07.
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Negative female stereotypes and the portrayal of women in traditional and non-agentive social roles prevail in advertising. Advertisers believe that it is an effective advertising strategy to misuse postfeminist standpoints, stressing liberated womanhood and constructing a universe where women have gained it all and men have to reconquer their lost ground. This article analyses the appropriation of postfeminist discourse with the aim of showing how negative and even demeaning female stereotypes and clichés are represented, and by doing so, how a retro-sexist imagery is constructed within the advertising discourse. Undertaking a case study analysis of an advertising campaign of the brand IWC, a luxury brand for watches, and applying a feminist critical discourse perspective (Lazar, 2005, 2007), which shows the gender asymmetries in discourse, it is argued that advertising perpetuates misbeliefs about women’s roles in society and reinforces demeaning female stereotypes in the collective imaginary about the understanding of gender equality.
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Poon, Stephen T. F. „Objectification and Sensibility: A Critical Look at Sexism as Subtext in Postfeminist Advertising“. Asian Social Science 17, Nr. 2 (22.01.2021): 17. http://dx.doi.org/10.5539/ass.v17n2p17.
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This paper explores the phenomenon of sex in advertising to understand the relationship between objectification of gender, sex, sexuality and representations of femininity through advertising subtexts, processes and discourses. Literature shows the usage of sexism in advertising and marketing veers in extreme scopes between blatant explicitness and stylish subtlety, depending on the cultural contexts and norms of the target market. Using qualitative case examples, advertising campaigns highlight objectification of sexual desires as an antithesis of postfeminist thought. Rhetorical analysis was performed on advertisement samples, building from postfeminist perspectives in marketing theories. Examples of visual rhetoric in beer, feminine product commercials and social cause campaigns are discussed. Findings demonstrate cultural expressions of postfeminist sensibility adapted for specific femininity contexts. Overall, sexism subtexts are shown to be a continued challenge in developing persuasive advertising rhetoric for the postfeminist era. Non-translatability and cultural adaptations to consumer segments suggests that the use of sex to visually communicate marketing information to an increasingly diverse marketplace face much social pressure today than in the past. Femininity themes in postfeminist advertising could be more effectively portrayed through subtle techniques such as irony and sarcasm, and in more inclusive, diverse, pragmatic and respectful femininity representations.
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Velasco Sacristán, María Sol, und María Enriqueta Cortés de los Ríos. „Persuasive nature of image schematic devices in advertising: their use for introducing sexisms“. Revista Alicantina de Estudios Ingleses, Nr. 22 (15.11.2009): 239. http://dx.doi.org/10.14198/raei.2009.22.15.
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This paper explores how persuasive is the exploitation of image-schematic devices in advertising, more specifically how they are used for introducing sexism. Using a combined axiological-relevance-theoretic approach we have analysed ten advertisements selected from an online corpus, ‘The Advertising is Good for You’ blog, and its section on ‘Sexist Advertising’. Our analyses have proved that image schematic devices are used to introduce sexism in the advertisements under analysis, mostly the image schemas of space, force, multiplicity and attribute, and mostly by means of covert and weakly overt forms of communication. These image schematic devices seem to be not merely representative of universal experience, but crucially tied to specific socio-cultural cognition, as also suggested by Sinha (2002), Kimmel (2005) and Zlatev (2005), and special cognitive effort and effects are involved with understanding them. Yet, although they seem to contradict a formal application of the Principle of Relevance, as they involve additional processing effort, this is often offset by the extra effects like the pleasure in processing the ad and ‘getting’ the right meaning and value(s). This pleasurable experience is one important way in which advertisements are persuasive (Meyers-Levy and Malaviya, 1999).
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Gill, Rosalind. „Empowerment/Sexism: Figuring Female Sexual Agency in Contemporary Advertising“. Feminism & Psychology 18, Nr. 1 (Februar 2008): 35–60. http://dx.doi.org/10.1177/0959353507084950.
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Benton-Greig, Paulette, Dhakshi Gamage und Nicola Gavey. „Doing and denying sexism: online responses to a New Zealand feminist campaign against sexist advertising“. Feminist Media Studies 18, Nr. 3 (15.09.2017): 349–65. http://dx.doi.org/10.1080/14680777.2017.1367703.
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Viytalyuk, Nadiya, und Yuliia Maslova. „Sexism in the advertising discourse of Ukraine: Analysis of «Jinsovik» and «El Paso» advertising“. Pedagogy and Psychology of Sport 6, Nr. 4 (17.12.2020): 127. http://dx.doi.org/10.12775/pps.2020.06.04.012.
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Arbak, Salwani, Rabiul Islam und Harun Al Rasyid. „INFLUENCE OF ISLAMIC ADVERTISING: ETHIC VIOLATION ON CUSTOMER PURCHASE INTENTION OF HALAL COSMETIC PRODUCTS IN MALAYSIA“. Humanities & Social Sciences Reviews 7, Nr. 3 (30.05.2019): 671–82. http://dx.doi.org/10.18510/hssr.2019.7398.
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Purpose of the study: This paper examines the relation between Muslim women customer offense due to Islamic advertising ethics violation and purchase intention of halal cosmetic products in Malaysia.
Methodology: The relation between Muslim women customer offense due to Islamic advertising ethics violation of halal cosmetic products and purchase intention in Malaysia was examined through a survey that included 110 Muslim women respondents in Malaysia, who used cosmetics. The items used for the operationalization of variables were based on the advertising ethics provided by Quran and Sunnah. Based on the correlation results, this study reveals that Islamic advertising ethic violation (honesty, racism, sexism, intention, and language) has correlation with purchase intention. A multiple regression analysis highlighted that racism, sexism, intention, and language have negative and significant influence on purchase intention.
Results: Only one variable was found that was not a significant influence on the purchase intention of halal cosmetic products in Malaysia. Sexism plays the most critical role in influencing consumers’ intention that makes them avoid buying halal cosmetic products. Furthermore, customer offense is created due to the violation of ethics and has a negative impact on purchase intention of halal cosmetic products.
Implications: The current study confirms that irrespective of their religion as Muslims, women’s perspective find those advertisements offensive and unethical. The ethics provided by Islam are universal in nature.
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Arbak, Salwani, Rabiul Islam und Harun Al Rasyid. „RELATIONSHIP BETWEEN ADVERTISEMENT AND PURCHASE INTENTION ON HALAL COSMETIC PRODUCTS IN MALAYSIA“. Humanities & Social Sciences Reviews 7, Nr. 3 (30.05.2019): 683–94. http://dx.doi.org/10.18510/hssr.2019.7399.
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Purpose of the Study: The aim of this paper is to examine the relation between Muslim women customer offense caused due to Islamic advertising of halal cosmetic products in Malaysia.
Methodology: The violation of Islamic ethics on the advertisement of halal cosmetic products and purchase intention was examined through a survey that included 110 Muslim women respondents in Malaysia who used cosmetics. The items used for the operationalization of variables were based on the advertising ethics provided by Quran and Sunnah. The current study confirms that irrespective of their religion, women find those advertisements offensive that do not abide by Islamic ethics, which are universal in nature. Based on the correlation results, this study reveals that violation of Islamic advertising ethics (honesty, racism, sexism, intention, and language) has a correlation with purchase intention. A multiple regression analysis was highlighted and it was found that racism, sexism, intention, and language have negative and significant influence on purchase intention. Only one variable did not have a significant influence on purchase intention of halal cosmetic products in Malaysia.
Results: Sexism plays the most critical role in influencing consumers’ intention that makes them avoid buying halal cosmetic products. Furthermore, customer offense created due to violation of ethics has a negative impact on the purchase intention of halal cosmetic products. If advertisers want to attract customers in Malaysia and retain them, then they must avoid creating customer offense by following Islamic advertising ethics.
Implications: This study will be beneficial to marketers, advertisers, and companies in developing their advertising and marketing strategies for halal cosmetic products. In addition, this study has implemented the study of Islamic advertising ethic violations and purchase intentions of halal cosmetic products.
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Bronstein, Carolyn, und Jacqueline Lambiase. „“Mythologized for Its Misogyny”“. Feminist Media Histories 4, Nr. 4 (2018): 185–98. http://dx.doi.org/10.1525/fmh.2018.4.4.185.
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Much like other creative professions, the advertising industry and especially its creative departments have been host to a culture of discrimination and sexual harassment, with recent high-profile incidents leading to the formation of Time's Up/Advertising in 2018. These incidents have revived feminist consciousness-raising in new forms and old, inspiring new commitments to fighting sexism in agencies. This essay discusses the origins of Time's Up/Advertising and its initial actions, as well as the challenges the movement will face in its efforts to rid the advertising industry of misogyny. These problems must be solved if advertising aspires to remain a viable creative industry.
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Falcón, Laia, María-José Díaz-Aguado und Patricia Núñez. „Advertising and Sexism with focus groups of preadolescents /Publicidad y sexismo analizados en grupos de discusión de preadolescentes“. Infancia y Aprendizaje 39, Nr. 2 (26.01.2016): 244–74. http://dx.doi.org/10.1080/02103702.2015.1133089.
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Gil, Eva. „LA PUBLICIDAD EN LA PROGRAMACIÓN DEPORTIVA DE LA RADIO ESPAÑOLA: UN ANÁLISIS CON ENFOQUE DE GÉNERO“. RAUDEM. Revista de Estudios de las Mujeres 2 (22.05.2017): 41. http://dx.doi.org/10.25115/raudem.v2i0.591.
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Las características de la programación deportiva en la radio española hacen de ella un ámbito realmente interesante para la investigación sobre la publicidad radiofónica, sobre todo desde la perspectiva de género. En este artículo constatamos la representación publicitaria de las mujeres en esta programación deportiva, espacio ciertamente masculinizado, conclusión a la que llegamos después de detallar diferentes aspectos de su publicidad, como las voces o el lenguaje utilizado. Para ello, nos basamos en los anuncios incluidos en los distintos programas de deporte de emisoras variadas, los cuales han sido recopilados durante los años 2004, 2006/07 y 2009/10. Palabras Clave: publicidad, radio, género, deportes, voces, sexismo, androcentrismo, lenguaje. Advertising on Sports Programming in Spanish Radio: An Analysis from a Gender Perspective Abstract: The characteristics of sports programming in Spanish radio make a really interesting field for research on radio advertising, especially from the perspective of gender. In this article, we can see the advertising representation of women in sports programming, certainly a masculinized sphere. We reached this conclusion after analysing different aspects of advertising, as the voices or the language used. For this purpose, we base our research on ads included in different sport programs from varied stations, which have been collected during the years 2004, 2006/07 and 2009/10. Key words: advertising, radio, genre, sport, voices, sexism, androcentrism, language.
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Cuneen, Jacquelyn, und M. Joy Sidwell. „Gender Portrayals in Sports Illustrated for Kids Advertisements: A Content Analysis of Prominent and Supporting Models“. Journal of Sport Management 12, Nr. 1 (Januar 1998): 39–50. http://dx.doi.org/10.1123/jsm.12.1.39.
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Gender portrayals in sport-related advertising generally reinforce institutionalized sexism and culturally defined sex-role behaviors. Gender-defining messages in advertising photographs may have an especially profound impact on children because children understand meanings in pictures before they understand meanings in text. The purpose of this study was to analyze gender portrayals contained in advertisements appearing inSports Illustrated for Kids (SIK)over a 6-year period. Advertisements were coded to determine (a) the total number of advertisements featuring females and males, (b) genders represented as prominent or supporting in advertising portrayals, and (c) gender portrayals in advertisement activities and product types. Content analysis revealed that girls and women were drastically underrepresented as models inSIKadvertising and that distinct gender roles were sustained by depicting males in nearly all types of activities and products. Conventional stereotypical relationships between sport and gender were represented in the majority ofSIKadvertisements.
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Crewe, Louise, und Annie Wang. „Gender inequalities in the City of London advertising industry“. Environment and Planning A: Economy and Space 50, Nr. 3 (30.01.2018): 671–88. http://dx.doi.org/10.1177/0308518x17749731.
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This paper explores gender relations in the City of London advertising industry. It argues that the gender imbalance in the highest ranking positions and the stifled career progression of women in the industry are a result of social, structural and institutional factors rather than individual choice, lack of ‘talent’ or the absence of mentors or appropriate role models. We discuss the organisation and spatiality of the advertising industry in London, significance of social networking within and beyond the firm, and problematise the notion that female childbearing and caring are the primary determinants of women’s truncated career trajectories in advertising. The research reveals that whilst age, gender and domestic divisions of labour combine to reinforce occupational sexual divisions of labour in the advertising industry in London, these inequality regimes are amplified by the industry’s precariousness, informality and requirements for flexibility. Attempting to explain away gendered divisions of labour solely on the basis of women’s role in social reproduction deflects attention away from other key determinants of inequality, most notably the pace of advertising work and the geographical concentration of the industry within London. These are further accentuated by deep-rooted forms of homophily and homosociality – those unspeakable inequalities that call into question the dominant post-feminist rhetoric that ‘all the battles have been won’ . We analyse the ways in which homosociality has been crucial in maintaining insidious sexism which has made it very difficult for female creatives to obtain the most prestigious roles at work. Taken together, the organisation and geography of the sector, the rhetoric of buzz and egalitarianism, the ‘motherhood myth’ and the homophilic practices at work within advertising combine to create deep and enduring gendered inequalities.
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Braun, Joshua A., John D. Coakley und Emily West. „Activism, Advertising, and Far-Right Media: The Case of Sleeping Giants“. Media and Communication 7, Nr. 4 (17.12.2019): 68–79. http://dx.doi.org/10.17645/mac.v7i4.2280.
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This study examines the international activist movement known as Sleeping Giants, a social-media “campaign to make bigotry and sexism less profitable” (Sleeping Giants, n.d.). The campaign originated in the US with an anonymous Twitter account that enlisted followers in encouraging brands to pull their online advertising from <em>Breitbart News</em>. The campaign achieved dramatic success and rapidly spread to regions outside the US, with other anonymously run and loosely allied chapters emerging in 15 different nations (as well as a regional chapter for the EU). Many of these were initially created to take on <em>Breitbart</em> advertisers in their home countries, but in a number of cases they subsequently turned their attention to disrupting financial support for other far-right news media in—or impacting—their home countries. Based on interviews with leaders of eight Sleeping Giants chapters, as well as the related UK-based Stop Funding Hate campaign, this study examines the Sleeping Giants campaign with respect to its continuity with media activism of previous eras, while also seeking to understand its potential as one of the first high-profile activist campaigns to grapple with the impacts of programmatic advertising on the news ecosystem. In particular, we consider how the campaign’s interventions speak to the larger debate around the normative relationship between advertising and the performance of the news ecosystem.
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Lysonski, Steven, und Richard W. Pollay. „Advertising Sexism is Forgiven, But Not Forgotten: Historical, Cross-Cultural and Individual Differences in Criticism and Purchase Boycott Intentions“. International Journal of Advertising 9, Nr. 4 (Januar 1990): 317–29. http://dx.doi.org/10.1080/02650487.1990.11107162.
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Sobande, Francesca. „Woke-washing: “intersectional” femvertising and branding “woke” bravery“. European Journal of Marketing 54, Nr. 11 (12.12.2019): 2723–45. http://dx.doi.org/10.1108/ejm-02-2019-0134.
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Purpose This paper aims to explore how and why ideas regarding “intersectional” approaches to feminism and Black activism are drawn on in marketing content related to the concept of being “woke” (invested in addressing social injustices). It considers which subject positions are represented as part of this and what they reveal about contemporary issues concerning advertising, gender, race and activism. Design/methodology/approach This study involves an interpretive and critical discursive analysis of so-called feminist advertising (“femvertising”) and marketing examples that make use of Black social justice activist ideas. Findings Findings illuminate how marketing simultaneously enables the visibility and erasure of “intersectional”, feminist and Black social justice activist issues, with the use of key racialised and gendered subject positions: White Saviour, Black Excellence, Strong Black Woman (and Mother) and “Woke” Change Agent. Research limitations/implications This research signals how brands (mis)use issues concerning commercialised notions of feminism, equality and Black social justice activism as part of marketing that flattens and reframes liberationist politics while upholding the neoliberal idea that achievement and social change requires individual ambition and consumption rather than structural shifts and resistance. Practical implications This work can aid the development of advertising standards regulatory approaches which account for nuances of stereotypical representations and marketing’s connection to intersecting issues regarding racism and sexism. Originality/value This research outlines a conceptualisation of the branding of “woke” bravery, which expands our understanding of the interdependency of issues related to race, gender, feminism, activism and marketing. It highlights marketing responses to recent socio-political times, which are influenced by public discourse concerning movements, including Black Lives Matter and Me Too.
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Zawisza, Magdalena, Russell Luyt, Anna Maria Zawadzka und Jacek Buczny. „Cross-Cultural Sexism and the Effectiveness of Gender (Non)Traditional Advertising: A Comparison of Purchase Intentions in Poland, South Africa, and the United Kingdom“. Sex Roles 79, Nr. 11-12 (02.03.2018): 738–51. http://dx.doi.org/10.1007/s11199-018-0906-8.
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PEDERSON, THORU. „Sexist advertising“. Nature 325, Nr. 6099 (Januar 1987): 10. http://dx.doi.org/10.1038/325010c0.
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WU, GILLIAN E., SUSAN CARSON, UNA CHEN, ELLEN HSU, POLLY MATZINGER, SUSAN McCLURE, GITTA STOCKINGER, AKIKO TAKEDA und JUDY P. WAYS. „Sexist advertising“. Nature 325, Nr. 6099 (Januar 1987): 10. http://dx.doi.org/10.1038/325010d0.
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Gunby, Clare, Anna Carline und Stuart Taylor. „Location, libation and leisure: An examination of the use of licensed venues to help challenge sexual violence“. Crime, Media, Culture: An International Journal 13, Nr. 3 (30.05.2017): 315–33. http://dx.doi.org/10.1177/1741659016651751.
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Anti-rape campaign messages have increasingly targeted men in order to educate them on the law of (sexual) consent. The 18–24 age demographic are at increased risk of experiencing sex offences, with over half of these crimes involving alcohol consumption. The interactions which culminate in alcohol-involved rape often commence in night-time venues, making intuitive sense for prevention campaigns to be based within licensed establishments. The Night Time Economy, however, comprises venues where people go to drink, have fun, take ‘time out’ and which are characterised and criticised for their promotion of sexism. This article therefore asks: how useful are licensed spaces in promoting rape prevention discourses amongst young men? To this end, the article analyses 41 students’ discussions (across six focus groups) regarding a rape prevention campaign that ran in one English city and that directed its prevention advice at males. In doing so, we argue that environments which incite narratives of loss of control and hypersexuality compromise the ability to counter sexual offending. We also argue that the presence of sexually violent advertising within licenced spaces undermines considerably the call to end gendered violence.
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Reese, Nancy A., Thomas W. Whipple und Alice E. Courtney. „Is industrial advertising sexist?“ Industrial Marketing Management 16, Nr. 4 (November 1987): 231–40. http://dx.doi.org/10.1016/0019-8501(87)90031-9.
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LaTour, Michael S., und Tony L. Henthorne Alvin J. Williams. „Is Industrial Advertising Still Sexist“. Industrial Marketing Management 27, Nr. 3 (Mai 1998): 247–55. http://dx.doi.org/10.1016/s0019-8501(97)00076-x.
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Gilly, Mary C. „Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico, and the United States“. Journal of Marketing 52, Nr. 2 (April 1988): 75–85. http://dx.doi.org/10.1177/002224298805200206.
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In the past, research has found that the portrayal of sex roles in advertising has not reflected equality or reality. Further, studies typically have examined only U.S. advertising, leaving open the question of cultural influence on advertising's sex role portrayals. The author offers a new analysis of sex roles in advertising and compares content analysis findings for U.S., Australian, and Mexican television advertisements. Results reveal differences in the portrayal of the sexes in U.S. advertisements. Australian advertisements show somewhat fewer sex role differences and Mexican advertisements show slightly more sex role differences than U.S. advertisements. Stereotypes are found in the advertising of all three countries, but are manifested in different ways.
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Calvo-Calvo, Manuel-Ángel. „Sexist stereotypes and biases associated with the female nursing model in advertising communication“. Texto & Contexto - Enfermagem 23, Nr. 3 (September 2014): 530–37. http://dx.doi.org/10.1590/0104-07072014004120012.
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In the media, gender stereotypes and biases appear that transmit a sexist representation of women. The aim of this study was to know the sexist stereotypes and biases that are projected on female nurses in advertising campaigns and to identify the characteristics of the female nurse model shown in advertising. A qualitative study was performed on four campaigns featuring female nurses in white dresses and caps, using descriptive and inferential content analysis. Conclusions show that female nurses appearing in advertising transmit both sexist stereotypes (female profession, gentleness, lack of control, strong affectivity, frivolousness, passivity, submissiveness, commitment to basic care, merely sexual and aesthetic value) and sexist biases (androcentrism and double standards). In particular, advertising propagates the model of the seductive nurse, depicted as a young, attractive, sensual and defiant woman that is used merely as a decorative presence.
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Groza, Nicoleta, und Jordi Fernandez Cuesta. „Sexist humour in advertising: just a joke or marketing strategy?“ International Journal of Arts and Technology 4, Nr. 1 (2011): 61. http://dx.doi.org/10.1504/ijart.2011.037770.
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Amankevičiūtė, Simona. „Cognitive Approach to the Stereotypical Placement of Women in Visual Advertising Space“. Respectus Philologicus 24, Nr. 29 (25.10.2013): 108–20. http://dx.doi.org/10.15388/respectus.2013.24.29.9.
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This article conceptualizes the image of women in the sexist advertisements of the 1950s and 60s and in current advertising discourse by combining the research traditions of both cognitive linguistics and semiotic image analysis. The aim of the research is to try to evaluate how canonical positionings of women in the hyperreality of advertisements may slip into everyday discourse (stereotype space) and to present an interpretation of the creators’ visual lexicon. It is presumed that the traditional (formed by feminist linguists) approach to sexist advertising as an expression of an androcentric worldview in culture may be considered too subjectively critical. This study complements an interpretation of women’s social roles in advertising with cognitive linguistic insights on the subject’s (woman’s) visualisation and positioning in ad space. The article briefly overviews the feminist approach to women’s place in public discourse, and discusses the relevance of Goffman’s Gender Studies to an investigation of women’s images in advertising. The scholar’s contribution to adapting cognitive frame theory for an investigation of visuals in advertising is also discussed. The analysed ads were divided into three groups by Goffman’s classification, according to the concrete visuals used to represent women’s bodies or parts thereof: dismemberment, commodification, and subordination ritual. The classified stereotypical images of women’s bodies are discussed as visual metonymy, visual metaphor, and image schemas.
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Terskikh, Marina V. „Audience attitude to the provocative advertising: criteria for assessing communicative effectiveness“. Neophilology, Nr. 21 (2020): 201–12. http://dx.doi.org/10.20310/2587-6953-2020-6-21-201-212.
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We consider the parameters of assessing the communicative effectiveness of video advertising: mind share (study of the tonality of the audience “posts” on social networks and identification of negative/positive), engagement (audience engagement, total number of user reactions), reach (coverage). The purpose of the study is to analyze the relationship of consumer audiences to video advertising that destroy/transform stereotypical gender images. Advertising is a powerful factor in the gender socialization of an individual: it affects the consumer and through advertising images represents the modern relationship between the sexes, thereby dictating a certain model of behavior. In accordance with the above parameters, we analyze the advertising texts based on a provocative strategy to destroy gender stereotypes. The material for the study is the texts of television commercials for the last 3 years. The results are compared with indicators of the audience’s attitude to advertising messages based on stereotypical gender models. The analysis showed that advertising transforming gender stereotypes can cause a public outcry and attract much more audience attention than stereotyped advertising, while increasing indicators of not only communicative, but also economic efficiency. Thus, in the modern advertising market, any revolutionary idea is subject to monetization: social problems, in particular gender inequality, are actively exploited in the commercial sphere in order to increase effectiveness indicators.
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Tsvetkova, Olga L. „REPRESENTATION OF GENDER IN ADVERTISING: STRATEGIES, STEREOTYPES, MEANS“. Verhnevolzhski Philological Bulletin 23, Nr. 4 (2020): 34–43. http://dx.doi.org/10.20323/2499-9679-2020-4-23-34-43.
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The article discusses the problem of cultural design of gender in modern advertising discourse. The existing and emerging types of gender identity are classified in Western advertising of the second half of the XX century. The dual nature of advertising is noted: on the one hand, it broadcasts the process of forming identity, on the other hand, it formulates the norms of feminism/masculinity. Advertising, being a powerful institution of symbolic power of modern consumption society, has a strong influence on the parameters of identity formation, the public position of the individual, as well as on the wide stratum of cultural and social processes in general. The communicative system of advertising as a means of mass influence, ensures the exchange, storage and accumulation of «collective information», «collective memory». At the same time, the process of layering ideologues and archetypes with both existing in the public unconscious and newly emerging phenomena and situations takes place. In creating gender-stratified advertising, techniques such as the use of semantic means of influence are used; creation of a specific design of advertising messages; broadcasting stereotypical emotionally rich images. Advertising hyperbolizes the differences between the sexes and renders stereotypical gender qualities – from the way of thinking of advertising heroes, to manifestations of non-verbal semiotics and paralinguistics. The author concludes that doubts about his own body, its design and representation are a logical result of the general ontological instability of the postmodern era, in which the original concepts of truth, values, traditions are blurred. Objective advertising has a special role in this.
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Spasova, Lyubomira, und Tanya Taneva. „Influence of Gender on the Advertising Responses of Young People for Products of Mobile Operators in Bulgaria“. SHS Web of Conferences 120 (2021): 04002. http://dx.doi.org/10.1051/shsconf/202112004002.
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The use of gender as a marketing strategy for market segmentation requires consideration of gender differences in information processing. This would increase the effect of advertising campaigns by adapting them to the dynamically changing market. he presented empirical study was conducted after 300 men and women aged 18 to 25 years, users of functional mobile products. The aim of the study is to determine the extent to which gender determines positive and negative advertising responses, identifying subjective judgments. The results of the research are empirical confirmation of some basic hypotheses of the Selective model of information processing in advertising messages: objectivity in the processing of information by men and subjectivity in the processing of information by women; selectivity in the perception of the attributes of the product by men and integrity - by women and a stronger willingness to use new products by women than by men. The present study offers an empirical hypothesis that women form positive responses to a larger number of signals in advertising, while men form negative responses to a larger number of signals in advertising messages. Satisfaction is proving to be a very important factor in advertising responses for both sexes, as it is a stronger factor for women, and men’s frustration with a mobile product is stronger than for women.
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García-García, Francisco, Miguel Baños-González und Paloma Fernández-Fernández. „Structures and Archetypal Content in Advertising Communication“. Comunicar 19, Nr. 37 (01.10.2011): 187–94. http://dx.doi.org/10.3916/c37-2011-03-11.
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The aim of this investigation is the study of publicity from the point of view of the archetypes, following a hermeneutic model of analysis of the content; through this we have studied the presence of the Greek mythological figures in comparison with the characters that appear in the advertising messages of perfumes, which at first allows us to observe the analogy of the gods of the old Greek Mythology with real human archetypes; secondly, it allows us to dig deeper into these advertising contents to know if these stories are purely commercial or if they could be interpreted with other meanings. The results of this analysis show a high participation of the female archetype of the woman as a wife, related to the goddess Hera, and followed by the archetype of the sensuality represented by the Aphrodite goddess and that of the goddess Artemisia or goddess of liberty; in perfume commercials aimed at men, the biggest frequency in the myth of Zeus and of Narcissus is emphasized, as archetypes of power and success, continued by the presence of the myth of Odysseus, the hero’s archetype, known as a model of strategist and intelligence; in commercials aimed at both sexes the myth of Dionysus as archetype of the party and transformation is the most relevant, followed by the myth of the brothers Hera-Zeus that become husbands and fathers of the Greek Panteon of Mithological Gods.Esta investigación tiene como objeto el estudio de la publicidad desde la óptica de los arquetipos, siguiendo un modelo hermenéutico de análisis del contenido; a través de él hemos estudiado la presencia de las figuras mitológicas griegas más conocidas en comparación con los personajes que aparecen en los mensajes publicitarios de perfumes, lo que nos permite observar en primer lugar la analogía de los dioses de la Antigua Mitología Griega con arquetipos humanos reales; en segundo lugar, nos permite profundizar en estos contenidos publicitarios para saber si estos relatos son puramente comerciales o admiten otras interpretaciones. Los resultados de este trabajo revelan la mayor presencia del arquetipo femenino de la mujer como pareja, relacionado con la diosa Hera, modelo de esposa, seguido en frecuencia por el arquetipo de la sensualidad representado por la diosa Afrodita y en tercer lugar el de la diosa Artemisa o la libertad; en los anuncios de perfumes dirigidos al sector masculino destaca la mayor frecuencia del mito de Zeus y de Narciso, como arquetipos del poder y el éxito, seguido del mito de Odiseo, arquetipo del héroe, reconocido como modelo del estratega y la inteligencia; en los anuncios dirigidos a ambos sexos el mito de Dionisos como arquetipo de la fiesta y la transformación es el más relevante, seguido del mito de los hermanos Hera-Zeus que evolucionaron a esposos y padres del Panteón griego.
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Pittner, Karin, und Mohamed Beaizak. „Paare und Familien in der Anzeigenwerbung – eine interkulturelle Studie“. Lebende Sprachen 58, Nr. 1 (Januar 2013): 1–34. http://dx.doi.org/10.1515/les-2013-0001.
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AbstractWhereas the representation of women in advertisements has been intensively described and also the representation of men has found some attention during the last decade, couples and families have attracted less interest so far.The influential study by Goffman (1981) serves as a reference point in order to find out whether the representation of men and women has changed in the last decades in advertising in Western culture. It turns out that couples and families are often portrayed in a traditional way, but also the emancipation of women from their traditional role as mothers and housewives is reflected in German advertising.It becomes evident by a comparison with advertisements from journals in Arabic countries, that the representation of the sexes, of couples and families is subject to expectations and norms that are specific to the different cultures. Arabian advertising exhibits a broad range in that it may be completely standardized according to Western norms or is adapted in various degrees to the cultural norms of Arabic countries and Islamic values. While there is a smaller percentage of representations of couples in Arabic advertising, couples are more often portrayed together with children. This shows a close relationship between marriage and parenthood and the higher value of children in Arabic countries. Naked body parts and allusions to sexual relationships occur less often than in German advertising and also a lying body position is avoided. The higher social status of men is reflected in their position in the advertisements. In contrast to German advertising, women are more often represented in their traditional role as housewives and mothers.
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Clarke, Eric F., und Nicola Dibben. „Sex, Pulp and critique“. Popular Music 19, Nr. 2 (April 2000): 231–41. http://dx.doi.org/10.1017/s0261143000000131.
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In an article entitled ‘Sexist Pulp ads attacked’, the Independent on Sunday (IoS) reported public reaction to the posters advertising Pulp's new album This is Hardcore (posters had been defaced with the words ‘this is sexist’), and described the advertisements as part of a turn away from political correctness towards a new ‘anything goes’ realism (Kelly and Clay 1998). The poster shows the naked upper torso of a woman face down on a red leather cushion, in an awkward and ambivalent posture, with lipsticked, half-open mouth. Emblazoned across the centre of the image (which is a reproduction of the album cover) are the words ‘This is Hardcore’ in pink capitals. A leader in the paper on the same day, under the heading ‘This is violent. This is offensive’, interprets the image as a demeaning, sexist and violent representation of women and as an offence to the record-buying public. The leader asserts that ‘Just to sell a few songs, it shows a woman violated’, and concludes with the words: ‘To ban it [the poster] now would only generate more publicity for Pulp. So the only advice we have is for anyone thinking of buying the album. Don't bother.’ (IoS Leader, 1998, p. 4)
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Rudloff, Maja. „Legitimizing Sexist Advertising: A Critical Focus on the Danish Consumer Ombudsman’s Guidelines and Adjudications of Complaints of Gender Discrimination“. NORA - Nordic Journal of Feminist and Gender Research 28, Nr. 4 (17.09.2020): 329–42. http://dx.doi.org/10.1080/08038740.2020.1811375.
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Vergara-Leyton, Enrique, und Maite Rodríguez-Salineros. „The social and cultural impact of advertising among Chilean youths“. Comunicar 18, Nr. 35 (01.10.2010): 113–19. http://dx.doi.org/10.3916/c35-2010-03-04.
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This work analyzes the impact of advertising among Chilean youngsters of different socioeconomic background. We aim to identify the relationship that this group establishes with advertising and, in particular, the way they incorporate it in their socialization strategies. We do not address what advertising does to youngsters, but instead what youngsters do with advertising in their practices of appropriation and reception of it. The research design included focus groups of male and female youngsters living in Santiago de Chile between 15 and 24 years of age coming from both high and low-income background. The conclusion of our research is that advertising is assumed by youngsters as a constitutive part of the media offering, which is used both as commercial information and as a cultural referent of new aesthetic values. Furthermore, advertising represents a socializing agent for this group because they incorporate the content of advertising in their exchange with their peers. Finally, this work concludes that advertising represents a sociocultural fact of the first order for the Chilean youth, because it is a central actor of their daily life. El presente trabajo analiza el impacto de la publicidad entre jóvenes chilenos de distintos estratos socioeconómicos, con el objetivo de identificar la relación que establecen con la publicidad y la particular incorporación que hacen de ésta en sus estrategias de socialización. Por lo tanto, no se pretende dar cuenta de lo que la publicidad hace con los jóvenes, sino de lo que los jóvenes hacen con la publicidad a través de sus prácticas de recepción y apropiación. Para esto, se realizó un estudio sobre la base de grupos de discusión a jóvenes de ambos sexos, de edades entre 15 y 24 años provenientes de los niveles socioeconómicos altos y bajos residentes en Santiago de Chile. Los resultados que arrojó el estudio dan cuenta de que la publicidad es asumida como parte constitutiva de la oferta medial, la que es utilizada como información comercial y referente cultural de nuevos valores estéticos. Junto con esto, la publicidad adquiere el carácter de agente de socialización, al incorporar los contenidos de los mensajes publicitarios en las conversaciones con sus pares. Finalmente, este trabajo concluye que la publicidad entre los jóvenes chilenos estudiados, se presenta como una realidad sociocultural de primer orden, en cuanto actor central de su vida cotidiana.
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Rotfeld, Herbert Jack. „Misplaced marketing Gardening, pizza, tacos, truck parts and fake jewelry: misuse and misdirection of sex in advertising“. Journal of Consumer Marketing 20, Nr. 3 (01.06.2003): 189–91. http://dx.doi.org/10.1108/07363760310472227.
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Looks at how sex has an effect on advertising, albeit that it is misused and misdirected at times. Stresses that these types of advertisements are aimed at both male and female markets, depending on the product type – though some are aimed at both sexes. Concludes that often the end does not justify the means as it is the product that is important – as this will outlive any titillating adverts – if it is any good!
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Fernandes Viana, Pablo Moreno, und Dalila Maria Musa Belmiro. „GÊNERO E RAÇA NA COMUNICAÇÃO DE MARCAS: A dimensão política do consumo sob uma perspectiva interseccional“. Revista Observatório 5, Nr. 5 (01.08.2019): 855–89. http://dx.doi.org/10.20873/uft.2447-4266.2019v5n5p855.
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Este artigo analisa a comunicação de marcas que comercializam produtos para cabelos cacheados e crespos em comemoração ao Dia Internacional da Mulher e Dia da Consciência Negra em 2018. Baseados na origem das duas datas, estudamos as dimensões políticas do consumo, a partir de uma perspectiva interseccional entre gênero e raça. A análise semiótica de posts no Facebook de três marcas brasileiras discute a constituição da identidade das mulheres negras, seu lugar na sociedade, assim como empoderamento e consumo na contemporaneidade, em um país sexista e racista. Verificamos como as interseccionalidades são abordadas (ou apagadas), em um cenário que visa inserir negros nos discursos publicitários.
PALAVRAS-CHAVE: Identidade; Consumo; Interseccionalidade; Racismo; Feminismo Negro.
ABSTRACT
This article analyses the communication of brands that market products for curly and afro hair in celebration of International Women's Day and Black Awareness Day in 2018. Based in the origin of the two dates, we studied the political dimensions of consumerism, from an intersectional perspective between gender and race. The semiotic analysis of posts on Facebook of three Brazilian brands discusses the identity constitution of black women, their place in society, as well the empowerment and consumption in the contemporary, in a sexist and racist country. We verify how intersectionalities are approached (or erased), in a scenario that aims to insert black people in advertising discourses.
KEYWORDS: Identity; Consumerism; Intersectionality; Racism; Black Feminism.
RESUMEN
Este artículo analiza la comunicación de marcas que venden productos para el cabello crespo y rizado en celebración del Día Internacional de la Mujer y el Día de la Conciencia Negra en 2018. Basados en el origen de las dos fechas, estudiamos las dimensiones políticas del consumo desde una perspectiva interseccional entre género y raza. El análisis semiótico de las publicaciones en Facebook de tres marcas brasileñas estudia la constitución de la identidad de las mujeres negras, su lugar en la sociedad, así como el empoderamiento y el consumo en los tiempos contemporáneos, en un país sexista y racista. Verificamos cómo se abordan (o borran) la interseccionalidad, en un escenario que apunta a insertar negros en los discursos publicitarios.
PALABRAS CLAVE: Identidad; Consumen; Interseccionalidad; Racismo; Feminismo Negro.
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del-Valle-Rojas, Carlos, Marianela Denegri-Coria und David Chávez-Herting. „Media Literacy and Consumption of Media and Advertising in University Students of Pedagogy in Chile“. Comunicar 19, Nr. 38 (01.03.2012): 183–91. http://dx.doi.org/10.3916/c38-2012-03-10.
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Considering the results of studies on the mediating role of the media, specially the television, and the advertising in different groups etarios, added to the need to discuss the processes of audio-visual literacy or media literacy; the principal aim of this work was analyzed the pattern of consumption of media in students of pedagogy in Language and Communication, Mathematics, and History and Geography of Chilean universities and to determine if differential profiles exist in the use and consumption of media that you relate to his future role in the audio-visual literacy of his students. For it, it was considered to be a sample of meaningful type remained constituted by 881 students of pedagogy of both sexes who were dealing studies in seven Chilean universities of the south and central zone of Chile. For the compilation of information there was in use the «questionnaire of habits of consumption of media». In general, the distribution of the preferences, so much to level of kind as for career, does not manage to represent mediatically the idiosyncrasy and reflects foreign realities that do not allow to strengthen civil processes in the consumers of the media. In synthesis, the major problematics is that the educational futures do not seem to rely on tools that they should allow them to face the labor of audio-visual literacy, provided that they themselves present difficulties to differ between the information and the persuasion in the advertising messages.Considerando los resultados de estudios sobre el rol mediador de los medios, especialmente la televisión y la publicidad en distintos grupos etarios, sumados a la necesidad de discutir los procesos de alfabetización audiovisual o alfabetización mediática; el principal objetivo de este trabajo fue analizar los patrones de consumo de medios en estudiantes de Pedagogía en Lenguaje y Comunicación, Matemáticas, e Historia y Geografía de universidades chilenas y determinar si existen perfiles diferenciales en el uso y consumo de medios que se relacionen con su futuro rol en la alfabetización audiovisual de sus estudiantes. Para ello, se consideró una muestra de tipo intencionado que quedó constituida por 881 estudiantes de pedagogía de ambos sexos que cursaban estudios en siete universidades chilenas de la zona sur y central de Chile. Para la recolección de datos se utilizó el «cuestionario de hábitos de consumo de medios». En general, la distribución de las preferencias, tanto a nivel de género como por carrera, no logra representar mediáticamente la idiosincrasia y refleja realidades ajenas que no permiten fortalecer procesos ciudadanos en los consumidores de los medios. En síntesis, la problemática mayor es que los futuros docentes no parecen contar con herramientas que les permitan enfrentar la labor de alfabetización audiovisual, dado que ellos mismos presentan dificultades para diferenciar entre la información y la persuasión en los mensajes publicitarios.
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Okuma, Silene Sumiré. „The relationship between practice of physical activity and advertising veiculated by television“. Revista Paulista de Educação Física 6, Nr. 2 (20.12.1992): 29. http://dx.doi.org/10.11606/issn.2594-5904.rpef.1992.138069.
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O objetivo desta pesquisa foi verificar a relação entre a prática de atividade física e as propagandas de televisão que a usam como tema. Participaram do estudo 100 adultos de ambos os sexos, praticantes e não praticantes de atividade física. Analisou-se a lembrança que as pessoas tiveram das propagandas com atividade física veiculadas na televisão (lembrança espontânea, lembrança induzida) e o seu comportamento para o consumo de bens em geral (grau de consumo), através de duas escalas de atitudes, elaboradas para este fim. Os resultados obtidos através das Estatísticas Kruskal-Wallis e U de Mann-Withney (p < 0,05) demonstraram que: 1) homens praticantes são os que mais se lembram espontaneamente de comerciais com atividade física; 2) tanto mulheres praticantes, quanto não praticantes, são mais precisas do que os homens nas suas lembranças das atividades físicas dos comerciais; 3) homens praticantes são mais consumidores de bens de consumo do que não praticantes. Pode-se concluir que, embora a publicidade com atividade física tenha efeitos sobre as pessoas, estes não são absolutos, pois, as diferenças observadas não são específicas de um dos grupos, mas ocorrem ora nos praticantes, ora nos não praticantes, denotando que a publicidade não atinge a todos da mesma forma
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Black, Iain R., und Peta Morton. „Appealing to men and women using sexual appeals in advertising: In the battle of the sexes, is a truce possible?“ Journal of Marketing Communications 23, Nr. 4 (22.04.2015): 331–50. http://dx.doi.org/10.1080/13527266.2015.1015108.
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Sánchez-Labella Martín, Inmaculada. „Representación femenina en las campañas publicitarias de marcas deportivas=Female representation in advertising campaigns for sports brands“. Cuestiones de género: de la igualdad y la diferencia, Nr. 16 (29.06.2021): 438. http://dx.doi.org/10.18002/cg.v0i16.6517.
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<p align="left"><strong>Resumen</strong></p><p>Este artículo pretende conocer el modo en que las marcas deportivas más valoradas, según el Informe BrandZ 2020, han representado o representan a las mujeres en aquellas campañas enfocadas en incentivar los principios de igualdad en el ámbito deportivo. El análisis de las campañas de Nike, Adidas, Under Armour y The North Face muestra que estas recurren a los valores de superación, diversidad y libertad, y lo hacen sin representaciones estereotipadas. Aunque se percibe un compromiso con la igualdad en el deporte, de las representaciones y el mensaje publicitario se extraen connotaciones sexistas. Salvo en el caso de la campaña <em>Now is her time</em> (Adidas), las otras representan la lucha por la igualdad como una tarea exclusiva de las mujeres.</p><p align="left"><strong>Abstract</strong></p><p>This article aims to find out how the most valued sports brands, according to the BrandZ 2020 Report, have represented or represent women in those campaigns focused on promoting the principles of equality in the sports field. The analysis of the campaigns of Nike, Adidas, Under Armour and The North Face shows that they draw on to the values of personal improvement, diversity and freedom, and they do so without stereotyped representations. Although a commitment to equality is perceived, sexist connotations are extracted from the representations and the advertising message. Except in the case of “Now is her time” (Adidas’s campaign), the other brands represent the fight for equality as an exclusive task of women.</p>
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Ramos Frendo, Eva María. „Perpetuación de estereotipos sexistas en la publicidad española de comienzos del siglo XX / Perpetuation of Sexist Stereotypes in the Spanish Advertising of the Beginning of the 20TH Century“. Asparkía. Investigació feminista, Nr. 36 (2020): 35–60. http://dx.doi.org/10.6035/asparkia.2020.36.3.
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Viana, Pablo Moreno Fernandes. „Onde está o homem negro na publicidade? Masculinidades negras no segmento de higiene pessoal // Where is the black man in advertising? Black masculinities in the personal hygiene segment“. Contemporânea Revista de Comunicação e Cultura 18, Nr. 3 (11.03.2021): 88. http://dx.doi.org/10.9771/contemporanea.v18i3.33370.
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Nos últimos anos temos assistido à emergência de discussões sobre feminismos no combate ao sexismo nas sociedades, principalmente a brasileira, historicamente patriarcal. Assim emergem debates sobre masculinidades e, motivados por essa discussão, verificamos como elas são representadas na comunicação das marcas Axe, Gillette, Old Spice e Rexona. Especificamente, destacamos como as marcas construíram representações de masculinidades negras em seus canais no Youtube. Ancorados em discussões do feminismo negro, de masculinidades e na teoria interseccional, observamos a comunicação das marcas ao longo do ano de 2018. Os resultados apontam para índices insuficientes de representatividade em proporção à população nacional. O homem negro como coadjuvante ou figurante é mais recorrente e isso nos leva a um debate sobre a representação e representatividade. Quando protagoniza é estereotipado, reflexo do racismo estrutural.
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Akagi, Yukiharu, Takuya Seo und Yoshitaka Motoda. „Influence of Visual Environments on Visibility of Traffic Signs“. Transportation Research Record: Journal of the Transportation Research Board 1553, Nr. 1 (Januar 1996): 53–58. http://dx.doi.org/10.1177/0361198196155300108.
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Japan uses its limited land area intensely and many businesses are located along roads. Because of insufficient regulations in Japan, advertising signs such as billboards are more prevalent there than in Europe and America. Road signs, therefore, are more difficult to recognize, because they may be hidden among such commercial and other signs. The amount of information along roads that is not required for driving, such as billboards and signs on electric poles, is measured and the detectability of road signs is investigated quantitatively through actual road tests. The ratio of area of clutter signs to the total area of the field of view was called the visual noise ratio. Investigation of the relationship between the distance at which a driver first recognized a highway number sign and the visual noise ratio revealed a negative correlation. Differences between the sexes were also observed; for example, female drivers were less affected by the visual noise ratio, but their absolute visible distances were shorter than those of male drivers.
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West, Caroline. „The Lean In Collection: Women, Work, and the Will to Represent“. Open Cultural Studies 2, Nr. 1 (01.11.2018): 430–39. http://dx.doi.org/10.1515/culture-2018-0039.
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Abstract In February 2014, Getty Images, the largest international stock photography agency, and LeanIn. org, Facebook COO Sheryl Sandberg’s women’s empowerment foundation, announced a new partnership that aimed to change the way women are portrayed in stock photography. The “Lean In Collection” with Getty seeks to challenge visual gendered stereotypes ascribed to both sexes in the daily life of work, home, and family life in advertising imagery. While the overarching ambition of gender empowerment implicit in the mission of Lean In is a worthwhile goal, I look to the problematic relationship rooted in the partnership between Lean In’s gender empowerment initiative and the role of Getty Images in trafficking aesthetic stereotypes for profit. Using methods of visual analysis and feminist critique, I argue that the photographs idealise a concept of female empowerment that is steeped in the rationale of neoliberal economics, which narrowly circumscribes gender citizenship according to the mandates of market logic. The Lean In Collection describes gender equality not as a right of citizenship procured by the state, but as a depoliticised and individualised negotiation.
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Balmori, Alfonso. „Advances on the group composition, mating system, roosting and flight behaviour of the European free-tailed bat (Tadarida teniotis)“. Mammalia 82, Nr. 5 (25.09.2018): 460–68. http://dx.doi.org/10.1515/mammalia-2017-0083.
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AbstractWe investigated a large colony of European free-tailed bats (Tadarida teniotis) in Spain, using a combination of capture-mark-recapture data and direct observations. Its social and reproductive organisation is complex and the mating system fits a “resource defence polygyny” model. In spring and autumn, aggressive interactions in flight, defence of roosts and mating songs of males to attract females occurred. According to our results,T. teniotisis organised in “harems” consisting of a dominant male and a variable number of females. In addition the sexual cycle displayed a bimodal reproductive pattern (this is unique and remarkable for European bats). The bimodal pattern coincided with peaks in food availability (moths) at high altitudes. Presumably, roost-guarding activities (patrolling, advertising…) make males less prone to move away (e.g. at higher altitudes and longer distances) from roosts, resulting in differences in prey selection and in altitudinal segregation between sexes. This provides a plausible explanation for the differences in diet (predation of more sedentary vs. high-flying migratory moths) between males and females that has been found in published studies.
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Lohmann, Juliane, Marina Schmitz und Silvia Damme. „Portraying gender in external marketing communication, using the example of a fair fashion label“. Emerald Open Research 3 (20.05.2021): 8. http://dx.doi.org/10.35241/emeraldopenres.14090.1.
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The topics of gender and sustainability are firmly anchored within a social discourse. Based on both factors, customers are placing demands on companies and have specific ideas on how they should be represented in advertising. The case study presented herein combines these two topics and examines the portrayal of gender in the external marketing communication of the fair fashion label ARMEDANGELS. By analysing individual Instagram publications, the case study identifies how the topic is generally portrayed on the company’s channel. Furthermore, the perspectives of customers are determined through conducted interviews. When comparing the two sides, it becomes apparent that customers mostly approve of the attempt to break with conservative gender roles as well as an equal representation of the male and female personas. In addition to expanding the theoretical considerations of the triple bottom line as well as the S-O-R model, we derive recommendations for ARMEDANGELS and for other companies in the fashion industry. For customer retention purposes, companies should therefore focus on aligning the sexes, breaking with the general gender binary and integrating LGBTQ+ communities in future marketing measures.
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Veljanova, Radica. „THE CONNECTION BETWEEN ADVERTISING MESSAGES WITH DIFFERENT LEVEL OF FEAR AND EMOTIONS ACCORDING TO AGE AND SEX“. Knowledge International Journal 28, Nr. 1 (10.12.2018): 223–30. http://dx.doi.org/10.35120/kij2801223v.
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Fear appeals are a kind of "external inductors" that are used to increase the desire of the individual to do something useful and good, both for himself and for the environment, for society, for the family. Fear appeals are related to various forms of emotional components that are basically negative, such as fear, sadness, guilt, depression, etc., which serve to motivate the individual to make a change that will be the same way with the guidelines that promote the message with an appeal of fear. The purpose of this paper is to investigate the connection of messages with the fear of feeling with certain types of emotions by conducting research by displaying messages with different levels of fear and analyzing them through the emotions they cause by age and gender. In order to gain a complete picture of how fears affect the emotions (negative) of individuals, an analysis is made of how high- or low-intensity advertising messages affect the different (negative) emotions of the individuals receiving the message, and taking into account gender and age and how they impact through conducting a survey by applying a questionnaire survey method. ANOVA was used to analyze the obtained data from the survey questionnaire. The results showed that there are statistically significant differences only between negative emotions in fear appeal 1 (lower intensity) between the age differences. Statistically significant differences were not found between the negative emotions of ad 1 and ad 2 (higher intensity) among the respondents of different sexes.
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Liliana Pezo, Claudia, Edmundo Córdova Durán, Laura Medina Andrade und Jenny Medina. „The reader of red chronicle between tastes and images. Daily Extra case.“ IROCAMM-International Review Of Communication And Marketing Mix 2, Nr. 2 (2019): 41–48. http://dx.doi.org/10.12795/irocamm.2019.v02.i02.05.
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The red chronicle is a genre that is used to name the reports, which, for the most part, present attacks on the life of a human being. The printed media, popularly called “Amarillistas” or “Sensationalists”, have encouraged the growth of this section by the form, background, images and headlines that tell a story. From there, that a group of consumers of this genre has been born and grows - mainly in written media -, specifically the case of the Ecuadorian newspaper Extra- that has a profile according to their sexes, ideologies, ages, tastes, levels of study, occupations and civil status. That target remains faithful and almost loyal to the news that arrives in the newspapers, which are distributed even from dawn so that consumers have that product in their hands and read it. After that, there is a process of internalization and comments on the events between family members or groups. But not only the public or the consumer searches for Extra newspaper, so do the advertisers to show their advertising. This has been modified because the public also evolves. This article is raised and developed in the literature review of other research and is developed under the deductive method, because the object of the general is investigated to the particular, then the synthetic method is applied to qualitatively explain the subject raised.
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Oktaviani, Anisa Debby, Yudhistira Yehezkiel und Thoby Pramudito. „Eli Rezkallah’s “In a Parallel Universe” Photography: Attempting Reversal Gender Stereotype in Mad-Men Era Advertising“. Jurnal Bahasa, Sastra, dan Studi Amerika 25, Nr. 1 (03.07.2019). http://dx.doi.org/10.20961/jbssa.v25i1.31538.
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<p>Sexism and gender stereotype turns out to be political term that refers to descrimination of women in society despite their sex and gender. Thus, contexts in sexism are coming from different background and subjects. One way to express the sexism is towards advertising industry. This paper focuses on a photography work by Lebanon-based artist and photographer, named Eli Rezkallah, who made an outstanding work of recreating the advertisement picture from the mad-man era, which depicts about sexism between men and women in workforce, especially in domestic sphere. Eli Rezkallah attempted gender reversal of sexist advertisement of products in the 1950s United States. The original picture depicts feminine submission to the dominant and hegemonic masculinity. His attempt is to depict a reversed role, or in other words, female masculinity. This article analyzes the original & reversed pictures using semiotic analysis, and comes to the conclusion that the gender reversal attempt does not succeeded and does not depict female masculinity, only depicting a different form of sexism.</p><p>Key words: Gender, Masculinity, Sexism, Female, Advertising</p>