Overview

Advertising, Gender and Society explores contemporary social-psychological theory and original research that examines the portrayal of gender in advertising. It reports empirical data, discusses the social implications of gendered advertising and comments on the relevant 2019 ASA rules. Zawisza-Riley analyses theories such as stereotype content and elaboration likelihood models, stereotype threat and ambivalent sexism theories, the selectivity hypothesis as well as implicit and embodied cognition to illuminate the relationships between sex, gender and advertising in cultural and social contexts. The author thus examines the portrayal of gender in advertising, its effectiveness and effect on audiences and the ways in which audiences, marketers and policy-makers can mitigate potential harm of gendered advertising. She offers theory extension and novel application of existing theory and research to the subject of gender advertising. Advertising, Gender and Society is ideal for students, academics and professionals in the fields of psychology, gender and media studies as well as marketing, advertising and policy-making.

Full Product Details

Author:   Magdalena Zawisza-Riley (Department of Psychology, Anglia Ruskin University, UK)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.476kg
ISBN:  

9781138307360

ISBN 10:   113830736
Pages:   212
Publication Date:   09 July 2019
Audience:   College/higher education ,  Tertiary & Higher Education ,  Undergraduate
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

About the author Acknowledgements Preface Part I: Key Concepts: Advertising, Gender and Society Chapter 1: Advertising, Culture and Society Chapter 2: The Concepts of Gender, Sex and Culture Chapter 3: Portrayal of Gender in Advertising Chapter 4: The Effects of Gendered Advertisements on Audiences Part II: Gender, Sex and Advertising Effectiveness Chapter 6: Psychographic Gender as a Predictor of the Effectiveness of Gendered Ads Chapter 7: Sex, Gender and Processing Gendered Advertising Content Part III: Recommendations for the Audience, Marketers and Policy Makers Chapter 8: How Can Audiences Protect Themselves? Chapter 9: How Could Marketers Help Themselves and Others? Chapter 10: What (More) Could Policy Makers Do? References Index

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Author Information

Dr Magdalena Zawisza-Riley is an academic and consultant, with the position of Reader at Anglia Ruskin University, UK. She publishes in leading journals in gender, social and consumer psychology, is a holder of prestigious grants, and a co-editor of the Routledge International Handbook of Consumer Psychology. Her work has attracted media attention and informed Advertising Standards Authority reports.

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