Advertising Professionals' Perceptions of the Impact of Gender Portrayals on Men and Women: A Question of Ethics?

被引：68

作者：

Zayer, Linda Tuncay ^{[1
]}

Coleman, Catherine A. ^{[2
]}

机构：

[1] Loyola Univ, Quinlan Sch Business, Chicago, IL 60611 USA

[2] Texas Christian Univ, Sch Strateg Commun, Ft Worth, TX 76129 USA

来源：

JOURNAL OF ADVERTISING | 2015年 / 44卷 / 03期

关键词：

CONSUMER RESEARCH; PRACTITIONERS; CONSUMPTION; MOVEMENT; IDENTITY; MODELS;

D O I：

10.1080/00913367.2014.975878

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This research investigates advertising professionals' perceptions of how gender portrayals impact men and women and how these perceptions influence their strategic and creative choices. Two rounds of qualitative data were collected to examine these issues. Findings reveal professionals' perceptions about women's vulnerability and men's immunity to the negative consequences of advertising, as well as the societal discourses and institutional dynamics that drive their business decisions. The authors detail four themes with regard to professionals' conceptualizations of the influence of gender portrayals on consumers and the ethical considerations surrounding such images. Theoretical and managerial implications and consumer welfare ramifications are offered.

引用

页码：1 / 12

页数：12

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