The purpose of this paper is to highlight the historical context of gender stereotypes in
advertising and then examine the scholarship related to gender stereotypes. Gender …

Brand-cause fit, the concept that a brand and a social issue 'pair'together conceptually, has
been a topic of great interest yet it is not fully understood due to inconsistent findings and …

Purpose This paper aims to investigate cross-gender effects of gender stereotypes in
advertising. More specifically, it proposes that the negative effects found in studies of …

Although considerable research has examined attitude toward advertising in general (AG),
little is known about AG's determinants. This study investigates gender stereotype-related …

The depiction of females in advertising has received considerable academic attention,
fuelled by the feminist movement and the evolution of women's roles in the society. Early …

Extensive evidence has documented the gender stereotypic content of children's media, and
media is recognized as an important socializing agent for young children. Yet, the precise …

In this paper, I critically examine the idealized post-feminist entrepreneurial performance
within elite semiotic landscapes and how these elements are jointly propagandized in the …

Purpose This paper identifies consumer reactions towards female empowerment in
advertising in order to explore the supporting arguments for criticisms of lack of authenticity …

To understand the growing trend of gender-themed empowerment advertising, such as
“femvertising” and “dadvertising,” this content analysis evaluates the scope and …

This study explores female representation in Brazilian print advertising to reveal who the
missing women are (ie the least common portrayals) and how this lack of representation can …