Journal article
Attitudes Towards Gender Portrayal in Advertising: An Australian Perspective
Journal of Marketing Management, Vol.21(1-2), pp.251-264
2005
Abstract
This study examines community attitudes of Australians towards gender portrayal in advertising. Despite some well-publicised cases involving sexually provocative billboards, we find that gender portrayal in advertising is not of major concern to many Australians. We also examined the relationship between attitudes to gender portrayal and Arnott's (1972) Female Autonomy Inventory, a measure of feminist consciousness. Ford and LaTour (1996) tested a model of attitudes toward gender portrayal in advertising that found an unambiguous relationship between attitudes to female autonomy and the perceived offensiveness of the portrayal of women in advertisements. Our study, in contrast, suggests that the relationship is more complex. While one group of high female autonomy respondents (that we labeled 'Feminist Pessimists') rated the offensiveness of the portrayal of women in advertising very highly, another high female autonomy group (labeled 'Feminist Optimists') did not. Hence regulatory bodies may treat complaints on stereotyping in advertisements from these groups in different ways and advertisers may modify their messages for maximum effect. Differences in the findings between this study and Ford and LaTour's are discussed.
Details
- Title
- Attitudes Towards Gender Portrayal in Advertising: An Australian Perspective
- Authors
- Michael Harker (Author) - University of the Sunshine Coast - Faculty of BusinessDebra Harker (Author) - University of the Sunshine Coast - Faculty of BusinessStuart Svensen (Author)
- Publication details
- Journal of Marketing Management, Vol.21(1-2), pp.251-264
- Publisher
- Westburn Publishers Ltd.
- Date published
- 2005
- DOI
- 10.1362/0267257053166820
- ISSN
- 0267-257X
- Organisation Unit
- University of the Sunshine Coast, Queensland
- Language
- English
- Record Identifier
- 99448787502621
- Output Type
- Journal article
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