Advanced search
Add to list

Impacts of advertisements that are unfriendly to women and men

Author
Organization
Abstract
Taking Belgium as a case in point, this study analyses, first, tolerance for advertisements unfriendly to women and men as expressed by advertising and marketing professionals, consumers and gender equal opportunity workers. Second, it compares which types of unequal gender portrayal raise concerns with which sector of respondents. Finally, it analyses the differences in adherence of the three sectors to the two main policy solution paradigms proposed in the 2008 European Parliament Resolution on 'How marketing and advertising affect equality between women and men'. Results suggest a degree of tolerance that varies significantly according to sector, language, gender and age. Overall, respondents express more concerns regarding traditional sex roles in advertising than regarding nudity, unattainable beauty standards or gender stereotypes, and prefer gender-and-advertising literacy programmes and awards for advertisements that break through gender stereotypes over stricter ethical and/or legal regulations. These findings should prove useful to advertising and marketing professionals, national advertising regulatory bodies and policy makers.
Keywords
ATTITUDES, ROLES, SEX-ROLE PORTRAYALS, MAGAZINE ADVERTISEMENTS, TELEVISION ADVERTISEMENTS, ADVERTISING CONTENT, FEMALE, GENDER, MODEL, COMMERCIALS

Citation

Please use this url to cite or link to this publication:

MLA
Van Hellemont, Corine, and Hilde Van den Bulck. “Impacts of Advertisements That Are Unfriendly to Women and Men.” INTERNATIONAL JOURNAL OF ADVERTISING 31.3 (2012): 623–652. Print.
APA
Van Hellemont, C., & Van den Bulck, H. (2012). Impacts of advertisements that are unfriendly to women and men. INTERNATIONAL JOURNAL OF ADVERTISING, 31(3), 623–652.
Chicago author-date
Van Hellemont, Corine, and Hilde Van den Bulck. 2012. “Impacts of Advertisements That Are Unfriendly to Women and Men.” International Journal of Advertising 31 (3): 623–652.
Chicago author-date (all authors)
Van Hellemont, Corine, and Hilde Van den Bulck. 2012. “Impacts of Advertisements That Are Unfriendly to Women and Men.” International Journal of Advertising 31 (3): 623–652.
Vancouver
1.
Van Hellemont C, Van den Bulck H. Impacts of advertisements that are unfriendly to women and men. INTERNATIONAL JOURNAL OF ADVERTISING. London: WORLD ADVERTISING RESEARCH CENTER, FARM RD, HENLEY-ON-THAMES, OXON, OXFORDSHIRE RG9 1EJ, ENGLAND; 2012;31(3):623–52.
IEEE
[1]
C. Van Hellemont and H. Van den Bulck, “Impacts of advertisements that are unfriendly to women and men,” INTERNATIONAL JOURNAL OF ADVERTISING, vol. 31, no. 3, pp. 623–652, 2012.
@article{6987891,
  abstract     = {{Taking Belgium as a case in point, this study analyses, first, tolerance for advertisements unfriendly to women and men as expressed by advertising and marketing professionals, consumers and gender equal opportunity workers. Second, it compares which types of unequal gender portrayal raise concerns with which sector of respondents. Finally, it analyses the differences in adherence of the three sectors to the two main policy solution paradigms proposed in the 2008 European Parliament Resolution on 'How marketing and advertising affect equality between women and men'. Results suggest a degree of tolerance that varies significantly according to sector, language, gender and age. Overall, respondents express more concerns regarding traditional sex roles in advertising than regarding nudity, unattainable beauty standards or gender stereotypes, and prefer gender-and-advertising literacy programmes and awards for advertisements that break through gender stereotypes over stricter ethical and/or legal regulations. These findings should prove useful to advertising and marketing professionals, national advertising regulatory bodies and policy makers.}},
  author       = {{Van Hellemont, Corine and Van den Bulck, Hilde}},
  issn         = {{0265-0487}},
  journal      = {{INTERNATIONAL JOURNAL OF ADVERTISING}},
  keywords     = {{ATTITUDES,ROLES,SEX-ROLE PORTRAYALS,MAGAZINE ADVERTISEMENTS,TELEVISION ADVERTISEMENTS,ADVERTISING CONTENT,FEMALE,GENDER,MODEL,COMMERCIALS}},
  language     = {{eng}},
  number       = {{3}},
  pages        = {{623--652}},
  publisher    = {{WORLD ADVERTISING RESEARCH CENTER, FARM RD, HENLEY-ON-THAMES, OXON, OXFORDSHIRE RG9 1EJ, ENGLAND}},
  title        = {{Impacts of advertisements that are unfriendly to women and men}},
  url          = {{http://dx.doi.org/10.2501/IJA-31-3-623-656}},
  volume       = {{31}},
  year         = {{2012}},
}

Altmetric
View in Altmetric
Web of Science
Times cited: