haku: @author Harker, M. / yhteensä: 5
viite: 2 / 5
| Tekijä: | Harker, M. Harker, D. Svensen, S. |
| Otsikko: | Attitudes towards gender portrayal in advertising: An Australian perspective |
| Lehti: | Journal of Marketing Management
2005 : FEB, VOL 21:1-2, p. 251-264 |
| Asiasana: | Advertising Gender Australia |
| Kieli: | eng |
| Tiivistelmä: | This study examines community attitudes of Australians (henceforth as: A-s.) towards gender (henceforth as: g.) portrayal (here as: p.) in advertising (here as: adv-g). It is found that g. p. in adv-g. is not of major concern to many A-s. This study also examined the relationship btw. attitudes to g. p. and Arnott's (1972) Female Autonomy Inventory, a measure of feminist consciousness. Ford and LaTour (1996) have tested a model of attitudes toward g. p. in adv-g. that found an unambiguous relationship btw. attitudes to female autonomy (here as: fem-aut.) and the perceived offensiveness of the p. women in ads. This study, in contrast, suggests that the relationship is more complex. While one group of high fem-aut. respondents rated the offensiveness of the p. of women in adv-g. very highly, another high fem-aut. group did not. Hence regulatory bodies may treat complaints on stereotyping in ads from these groups in different ways and advertisers may modify their messages for maximum effect. |
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