Gender roles in advertising: measuring and comparing gender stereotyping on public and private TV channels in Germany
Silke Knoll and Martin Eisend
European University Viadrina
Josefine Steinhagen
Deloitte & Touche GmbH
Introduction
The social role of women and men has changed in many western societies over the past few years. At the same time, advertisers still depict women and men in tradition-bound roles to promote their products. The pervasive use of television, and its potential to influence audiences' attitudes and perceptions, have led to growing criticism of marketers lacking sensitivity to reflect the changes in gender roles in...