Climbing the ladder or chasing a dream? Men’s responses to idealized portrayals of masculinity in advertising

Linda Tuncay Zayer, Cornelia C Otnes

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Past gender research with regard to advertising has progressed through two main stages Stern, 1999). The first wave highlighted the pervasiveness of gender stereotypes and sexist portrayals of females in advertising (Courtney & Whipple, 1983). Stern (1999) posits this wave largely did not account for the complexities that exist within people of the same sex, but instead focused on biological dichotomization. She further argues that representations in advertising convey norms and cultural expectations. Thus, men and women may take away different meanings from texts, not. necessarily because of their biological maleness or femaleness, but rather in large part because of cultural conditioning. In this vein, second wave scholars sought to understand differences.
Original languageEnglish (US)
Title of host publicationGender, Culture, and Consumer Behavior
PublisherTaylor and Francis
Pages87-110
Number of pages24
ISBN (Print)9780203127575
DOIs
StatePublished - Jan 1 2012

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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