Target groups: Women

 

This paper summarizes the preliminary results of a recent study conducted with the objective of supplying new themes for our debate on the female gender, providing deeper information on the thought pr ...

A multi-national qualitative study was undertaken, with group discussions in six European countries and in Australia, to explore the changed and changing role of women. The paper explores the historic ...

This paper does not deal with sexist marketing communications. Neither does it explore gender-stereotyped imagery in promotional messages. Such dimensions are mostly concerned with how men and women a ...

There has been lots of talk about advertising to women, but so far little action by agencies and advertisers: the obvious lessons about casting and characterisation have not got through. This article ...

Rena Bartos stresses that there is no formula or recipe for advertising to women and in order to talk to women effectively, advertisers must challenge their existing assumptions and preconceptions. Th ...