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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. |
URI: | https://doi.org/10.1080/02650487.2016.1162344 https://ruomo.lib.uom.gr/handle/7000/363 |
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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