Gender issues in advertising - an oversight synthesis of research: 1970-2002

An unbiased comprehensive oversight synthesis of three decades of gender-related advertising research is undertaken.

Gender Issues in Advertising

An oversight synthesis of research: 1970-2002

Lori D. WolinLynn University

Advertising is solid on the basis of the demographics of the audience expected to view the advertisements. Gender, or the social and cultural meanings associated with the maleness and femaleness imposed and expected by society (Alvesson and Billing, 1997), is a critical factor in developing marketing strategy via advertising messages emphasizing information that is thought to persuade the male or female target. Gender is frequently used as a segmentation strategy because it meets several requirements for successful implementation including (1) it is easily identifiable, (2)...

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