The DOI matches its Crossref record; 16 of the 16 references it cites were found in a registry or an index.
Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico, and the United States
Abstract
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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Citations
Cites
Is Female to Male as Nature Is to Culture?
Ortner, S. B. (1972) · Feminist Studies · doi:10.2307/3177638 · Cited by 1,464
The Distorted Mirror: Reflections on the Unintended Consequences of Advertising
Pollay, R. W. (1986) · Journal of Marketing · doi:10.1177/002224298605000202 · Cited by 432
A Woman's Place: An Analysis of the Roles Portrayed by Women in Magazine Advertisements
Courtney, A. E., & Lockeretz, S. W. (1971) · Journal of Marketing Research · doi:10.1177/002224377100800114 · Cited by 374
Sex stereotyping in advertising
Courtney, A. E., & Whipple, T. W. (1983) · Lexington Books · Cited by 328
The Portrayal of Men and Women in American Television Commercials
McArthur, L. Z., & Resko, B. G. (1975) · The Journal of Social Psychology · doi:10.1080/00224545.1975.9923340 · Cited by 267
Empirical Research in International Marketing: 1976–1982
Albaum, G., & Peterson, R. A. (1984) · Journal of International Business Studies · doi:10.1057/palgrave.jibs.8490479 · Cited by 211
The image of women in network TV commercials
Dominick, J. R., & Rauch, G. E. (1972) · Journal of Broadcasting · doi:10.1080/08838157209386349 · Cited by 211
Mirror, Mirror, on the Wall, What's Unfair in the Reflections on Advertising?
Holbrook, M. B. (1987) · Journal of Marketing · doi:10.1177/002224298705100307 · Cited by 207
Sex-role Research on the Mass Media
Busby, L. J. (1975) · Journal of Communication · doi:10.1111/j.1460-2466.1975.tb00646.x · Cited by 151
Trends in Sex Roles in Television Commercials
Schneider, K. C., & Schneider, S. B. (1979) · Journal of Marketing · doi:10.1177/002224297904300308 · Cited by 150
Cited by
Social cognitive theory of gender development and differentiation.
Bussey, K., & Bandura, A. (1999) · Psychological Review · doi:10.1037/0033-295x.106.4.676 · Cited by 2,476
Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation
Szymanski, D. M., Bharadwaj, S. G., & Varadarajan, P. R. (1993) · Journal of Marketing · doi:10.1177/002224299305700401 · Cited by 565
Methodological issues in cross‐cultural marketing research: A state‐of‐the‐art review
Malhotra, N. K., Agarwal, J., & Peterson, M. (1996) · International Marketing Review · doi:10.1108/02651339610131379 · Cited by 512
A meta-analysis of gender roles in advertising
Eisend, M. (2010) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-009-0181-x · Cited by 447
Furnham, A., & Mak, T. (1999) · Sex Roles · doi:10.1023/a:1018826900972 · Cited by 238
Metadata
- Authors
- Gilly, M. C.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1988-04
- Volume
- 52
- Issue
- 2
- Pages
- 75-85
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2333136780
- Cited by
- 299
- References
- 16
- FWCI
- 7.96
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
