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| Tekijä: | Plakoyiannaki, E. (et al.) |
| Otsikko: | Images of women in online advertisements of global products: Does sexism exist? |
| Lehti: | Journal of Business Ethics
2008 : NOV II, VOL. 83:1, p. 101-112 |
| Asiasana: | advertising marketing products Internet international gender |
| Kieli: | eng |
| Tiivistelmä: | This study aims: 1. at providing evidence on female role portrayals (henceforth as: r-prts.) in online advertisements of global products, and 2. at exploring female r-prts. across web pages for different audience types. It is indicated that women are generally portrayed in a stereotypical way, supporting the notion that sexism is prevalent in online advertisements globally. Overall, the findings suggest that "traditional" or "decorative" stereotypes are mostly evident in all three audience types, although some "non-traditional" roles possibly occuring. |
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