Subject Index
 

Changes in social norms have meant that women are increasingly affluent; responsible for almost 80% of all marketplace purchases. Nonetheless, the majority of women feel under-represented and negative ...

The purpose of our study is to investigate the negative influence of textual images of damaged women characters in soap operas on the female consumers who constitute the majority of viewers. We begin ...

The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase. It presents a significant opportunity to markete ...

Depth interviews with women in Singapore, China, India and Thailand find that women are more confident, educated, and independent than they were in the past. Women in China are less willing to seek in ...

This paper presents the results of the first content analysis of the inclusion and portrayal of older models (50+) in UK prime-time television advertising. Findings suggest that older models are not p ...

The subject for this Comments piece is the fine line between advertisements that are perceived to be sexy and those that are perceived to be sexist. When does an advertisement cross the line? What doe ...

The paper describes the work that has been carried out to understand how adolescents in post-communistic countries perceive sexual and erotic symbols in advertisement. There are reasons why these symb ...

This best practice article is devoted to advertising to men. As benchmarks, comparisons are made with advertising to women. The following differences are highlighted:- there is little published data o ...

Explores the changing role of men in advertising. Notes that undoubted changes over the last 30 years, moving men from near-heroes to (often) wimpishness and vunlerability, has paralleled a changing s ...

The question asked in this article is 'are brands out of touch in the portrayal of gender roles and the relationship between sexes?'. It discusses how society has changed fundamentally with values b ...

The author contends that most advertisers fail to understand how to communicate with women - and that part of the problem is their under-representation in US creative departments and their lack of fam ...

Does advertising create insecurities and dissatisfaction with the self? This exploratory study investigated how British women consumers, aged 24-50, responded to a range of ideal images presented in f ...

Describes what happened to consumer response to Sara Lee when the endline was changed. The change in wording not only affected how the ad was liked, but respondents' whole involvement with it. Possibl ...

The rise in the number of working women has created a cultural shift in American society. Advertisers have responded to these changes by creating diverse modern images of women. One of the modern po ...

Describes a study to investigate whether different groups of women have different perceptions of/attitudes to advertising. Earlier literature and studies are reviewed. Three groups were compared: all ...

A study of how men and women are portrayed when shown together in magazine advertisements. Previous studies involving content analysis are reviewed. The authors' study (described) uses Goffman's frame ...

The purpose of this cross-cultural study was to examine the roles of men and women depicted in magazine advertising in Sweden and compare those roles to those of men and women in magazine advertising ...

In the last decade, both men and women in the United States, Denmark, Greece and New Zealand have become more critical of sexism in advertising, but less inclined towards product boycotts. Women are m ...

Sex-role stereotyping in advertising has been a controversial issue in the past decade. While studies have shown a disproportionate use of males in authority roles, little research has been done to ex ...

This paper explores the perceived social-class attractiveness of slogans for various cigarette brands. Findings from an exploratory study demonstrated the perceived social profiles of the brands exami ...

Despite research findings that scantily-clad or even nude models in advertisement do not improve brand recall of the products advertised, marketers continue to employ nudity in their advertising. In r ...

The paper explores whether and how exposure to media images of thin (or heavy) women positively or negatively affect consumers’ appearance self-esteem. Two moderating factors are identified, the extre ...

An exploration of how men and women respond, and differ emotionally and attitudinally, to advertisements featuring men and women in different sex roles, based on consumer response to magazine advertis ...

Consumer responses to magazine advertisements for a cell phone service in the Czech Republic were used to explore the emotional and attitudinal responses of men and women to male/female portayal in di ...

The paper presents the findings from a study conducted to elicit the opinions of industry commentators on the issue of ageing in advertising. The industry has been accused of ignoring older people in ...

The paper challenges the representation of gender as a unitary theoretical construct. A small-scale exploratory study involving 25 young adults is described, which investigated the potential impact of ...