Research on gender roles in advertising revolves around three main topics: the assessment
and occurrence of gender roles, the advertising effectiveness of gender roles, and the social …

In the 40 years since McArthur and Resko (1975) published their paper on how men and
women are portrayed in TV advertisements, there have been around a hundred replications …

The present study aims to explore the moderating effect of culture-related values on
responses to male and female gender role stereotyping in advertising. Based on an …

Este estudio analiza la femvertising, la reciente estrategia publicitaria que emite mensajes
de empoderamiento a la mujer e igualdad de género, y su relación con el efecto de la …

This chapter provides an overview of research on gender roles and gender stereotyping in
advertising. Gender role stereotyping in advertising exists and although some research …

Academics have long debated the similarities and differences between translation and
transcreation. Despite extensive discussion, few studies have examined these distinctions …

This content analysis examines gender portrayal in advertisements in television advertising
in the GCC, and contrasts those depictions with the results of an earlier study of the same …

This study compared portrayals of gender in Malaysian and British television advertisements
regarding the portrayal of men and women across these two countries. A total of 236 …

In essence, the goal of this project is to interrogate the multi-semiotic manifestations of
hegemonic masculinity and femininity in male and female body culture as manifested on …

The present article aims to investigate the influence of gender and territorial distribution on
the susceptibility to stereotypical advertising, looking for some causal relationships between …