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Gender Portrayals Of Women 's Advertising

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Gender Portrayals in Advertising

Gender portrayal in advertising has been a widely discussed and researched topic for years by social scientists, consumers, and advertisers alike. However, many people have looked at the topic solely from the perspective of male and female consumers and the effect that gendered advertisements have on them. In an article from The Journal of Advertising, Linda Tuncay Zayer and Catherine A. Coleman researched this topic from a different angle. The article, Advertising Professionals’ Perceptions of the Impact of Gender Portrayals on Men and Women: A Question of Ethics, analyzes the issue from the advertiser’s perceptions of what they are putting out in the media. Zayer and Coleman had two central research questions: “What are advertising professionals’ perceptions of how gender portrayals impact male and female audiences? In what ways do ethics inform their creative and strategic choices regarding gender portrayals in advertising?” (Zayer and Coleman 2015). Research was completed with two rounds of data collection on a wide variety of informants with different levels of experience in the industry (Zayer and Coleman 2015). Research methods included semi-structured and unstructured interviews, a focus group, and field operations (Zayer and Coleman 2015). After research was completed, the informants were placed in four different categories based off three interrelated dimensions of their research. The three dimensions are; (1) the extent to which
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