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Title: A Longitudinal Analysis of the Changing Roles of Gender In Advertising: A Content Analysis of Super Bowl Commercials
Authors: Hatzithomas, Leonidas
Boutsouki, Christina
Ziamou, Paschalina
Type: Article
Subjects: FRASCATI::Social sciences::Economics and Business::Business and Management
FRASCATI::Social sciences::Sociology::Social topics (women’s and gender studies, social issues, family studies, social work)
Keywords: Advertising
Gender Issues
Issue Date: 2016
Publisher: Taylor and Francis
Source: International Journal of Advertising
Volume: 35
Issue: 5
First Page: 888
Last Page: 906
Abstract: Although the prevalence of gender stereotypes in advertising is well established, relatively little research has examined gender stereotypes in the context of Super Bowl that is arguably the most important event in US television advertising. This study systematically examines gender representations across various product categories in Super Bowl commercials over a 20-year period (1990 2009). Our findings detect and discuss shifts in the cultural notions of gender constructed in advertising messages targeting the largest and the most demographically diverse audience in US television. The paper concludes with a discussion of the theoretical and managerial implications of our findings.
ISSN: 0265-0487
Electronic ISSN: 1759-3948
Other Identifiers: 10.1080/02650487.2016.1162344
Appears in Collections:Department of Business Administration

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