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

  • WOLIN, LORI D.
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    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.

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    File URL: http://journals.cambridge.org/abstract_S0021849903030125
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    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 43 (2003)
    Issue (Month): 01 (March)
    Pages: 111-129

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    Handle: RePEc:cup:jadres:v:43:y:2003:i:01:p:111-129_03
    Contact details of provider: Postal: Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK
    Web page: http://journals.cambridge.org/jid_JAR
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