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    Is gender stereotyping in advertising more prevalent in masculine countries? A cross-national analysis

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    Publication type
    Working paper
    Author
    De Wulf, Kristof
    Odekerken-Schröder, Gaby
    Hofstee, Natascha
    Publication Year
    2003
    Publication Issue
    15
    Publication Number of pages
    18
    
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    Abstract
    The objective of this study is to test whether gender stereotyping in printed advertising is more prevalent in masculine as opposed to feminine countries. We consider this to be important, as advertising is generally more influential than literature in spreading stereotypical ideas given its high accessibility. Moreover, the way in which sexes are portrayed in advertising affects people's perceptions of gender roles in real life. Using content analysis, we collected empirical data on gender stereotyping of women depicted in 946 printed advertisements from two European countries widely differing in their level of masculinity, the UK and the Netherlands. The results indicate that a country's masculinity index is hardly related to the use of gender stereotyping in printed advertising, potentially implying that other factors underlie the use of gender stereotyping. Key words: Gender stereotyping, UK and the Netherlands, advertising, content analysis, masculinity index
    Keyword
    Branding
    Knowledge Domain/Industry
    Marketing & Sales
    URI
    http://hdl.handle.net/20.500.12127/984
    Other links
    http://public.vlerick.com/Publications/fd598e99-69a9-e011-8a89-005056a635ed.pdf
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