DAVOS: Gender inequality is pervasive, with outdated stereotypes and social norms holding back change, but advertising can play an important role in helping to shift attitudes and boost business at the same time, new research suggests.
Kathrynn Pounders and Amanda Mabry-Flynn, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 426-440
Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.
Manfred Mareck, Event Reports, ESOMAR Asia Pacific, April 2013
This round-up of the ESOMAR Asia Pacific conference has the guiding theme of the need to differentiate approaches across Asian markets and not to treat the region as a monolithic bloc of like-minded consumers.
Corine Van Hellemont and Hilde Van den Bulck, International Journal of Advertising, Vol. 31, No. 3, 2012, pp. 623-656
Taking Belgium as a case in point, this study analyses, first, tolerance for advertisements unfriendly to women and men as expressed by advertising and marketing professionals, consumers and gender equal opportunity workers.
Pete Heskett, WPP Atticus Awards, Winner, 2011
Over half of China's own consumer goods manufacturers claim they will be ready to launch in the US by 2015, which will require a major repositioning of what 'Made in China' means to people in the West.
Silke Knoll, Martin Eisend and Josefine Steinhagen, International Journal of Advertising, Vol. 30, No. 5, 2011, pp. 867-888
This study discusses and provides a measure for the degree of stereotyping in advertisements. Applying this measure, the study shows to what degree gender stereotypes in advertising differ between public and private TV channels in Germany.
Joseph Clift, Event Reports, Cannes Lions, July 2011
Report from an EffectiveBrands workshop at the 2011 Cannes Lions. Simon Clift, ex-CMO at Unilever, offers a run-down of what, to him, are the three crucial components of a successful global brand: it tells a universal truth, has a purposeful positioning and offers a total brand experience.