Critical visual analysis of gender: reactions and reflections

Abstract

As a way to think about gender in marketing, this article reflects on recent events of the ‘Gamergate’ scandal, in which an online analyst of gender in video games was severely harassed and threatened. We focus largely of representational conventions of gender, and introduce conceptual tools such as ethics of representation and performative iteration to illuminate key concerns within marketing representation. We raise several important issues for future work on gender and marketing, and urge a move beyond a search for ‘effects’.     

Marketing the female politician: an exploration of gender and appearance

Abstract

This paper sheds light on issues of gender roles and gender hierarchies using Goffman’s theories on gender and performance as a starting point to explore modern-day manifestations of power structures in political marketing, particularly as related to female politicians. In-depth interviews with four female politicians, 17 aides, volunteers, PAC and media executives as well as two focus groups with registered voters reveal subordination of female politicians through hyper-ritualised displays of social relations. The findings showcase how appearance is used to facilitate the ongoing objectification of female politicians in political marketing and devalue their candidacies. This study is an important step in examining the role of gender and appearance in political marketing and its importance in building brand image for a female politician.     

Overt sexuality in advertising: A discourse analysis of gender responses

Recent developments in advertising imagery often involve the use of overt sexuality. Consumer responses to advertisements using a range of sexual explicitness are explored using a discourse analytic approach. The dominant negative themes articulated across sex and age groups concerned the use of sex-role stereotypes and the objectification of women. Dominant positive themes shared by both sexes involved equality in sexual representations and sexuality as art. Younger consumers' discourse concerned how advertising can add symbolic value to consumption by investing the products with a romantic style of sexuality which becomes a potent cultural form drawing its energy from the desires of the body. The shared dominant themes were supported by gendered interpretive repertoires. The unexpected gender consistency in dominant themes is discussed in relation to the cultural function of advertising as art in allowing women to speak more easily of their desires through consumption choices.

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Zusammenfassung Offene Darstellung von Sexualität in der Werbung: Diskursanalyse geschlechtstypischer Reaktionen Die neuere Entwicklung werblicher Darstellungsformen ist gekennzeichnet durch hÄufigere Darstellung von Sexualität. Konsumentenreaktionen auf Werbeanzeigen mit variierender sexueller Deutlichkeit werden mit Hilfe eines diskursanalytischen Ansatzes untersucht. Dominante negative Themen, die bei beiden Geschlechtern und quer durch alle Altersgruppen zur Sprache kamen, betrafen die Verwendung von Geschlechterstereotypen und die Darstellung von Frauen als Objekten. Dominante positive Themen, die ebenfalls von beiden Geschlechtern genannt werden, sind die Gleichrangigkeit der Darstellung der Geschlechter und die Darstellung der Sexualität in künstlerischer Form. Jüngere Konsumenten beschÄftigten sich mit der Frage, wie Werbung den Konsum mit symbolischem Wert anreichern kann dadurch, da\ den Produkten eine romantische Sexualität angeheftet wird. Die eigentlich nicht erwartete übereinstimmung beider Geschlechter bei den dominanten Themen wird im Zusammenhang mit der kulturellen Funktion von Werbung als neue Kunstform diskutiert, die es Frauen erlaubt, ihre Bedürfnisse leichter durch Konsumakte zu Äu\ern.

     

Academy of Marketing Conference 2001: A Marketing Odyssey

This study examines the mediating influence of consumer expertise on the antecedents and consequences of Affect within a professional services market context. Whilst there is increasing evidence to suggest an empirical link between Affect evoked and satisfaction within such contexts, previous research has largely ignored the role of consumer expertise as a mediating influence. Using a scenario based approach, the objective of the study was to test for multigroup invariance among competing structural models based on the ability of the respondents to form expectation and performance assessments about the service they are receiving. The results indicate that it is important to examine different levels of consumer expertise in detail to better understand how certain characteristics such as experience and qualifications influence the priority and functionality attached to service attributes when making satisfaction judgments within a professional service context. This may in turn have broader implications for our contextual understanding of services.     

Visualizing CSR: A visual framing analysis of US multinational companies

The aim of this research study is to investigate how different levels of corporate social responsibility are visually framed through corporate publications used in marketing communications. Photographs used as visual marketing communication tools in the annual and sustainability reports of top American multinational companies that practice and promote measures of corporate social responsibility were analyzed. Findings indicate the corporations overall emphasize environmental sustainability efforts and visually communicate their practices through depictions of employees while other social responsibility efforts are often communicated through depictions of consumers. A discussion on the patterns of visual frames that communicate corporate social responsibility and the impact of visuals on organizational identity, brand image, and reputation are offered.     

Building A Marketing Environment:

No abstract available for this article.     

A New Kind of Marketing: Creating Micro-Niches Using Resonance Marketing

ABSTRACT

Marketing has been dramatically changed by the Internet, the old rules do not apply. The Web allows companies to create products using micro-segmentation for target markets that are extremely small. Firms that want to be successful have to learn about resonance marketing. Resonance marketing used in conjunction with cause marketing and/or multicultural marketing can help a company find new market niches, charge premium prices. It can also be of great value to those interested in starting a small business.     

现代医院的市场营销分析

文章以营稍理念为切入点,有机将价值链管理、服务利润链管理、SWOT分析等管理思想相融合,采取技术经济学的方法,全面而系统的分析营销理念在医院经济管理实践中应用的实效性和可行性.     

Gender differences in perceived workplace harassment and gender egalitarianism: A comparative cross-national analysis

Using 2015 International Social Survey Program (ISSP) data on 38,179 individuals from 36 countries in 9 relatively homogeneous global regions, we analyze the gender differences and the gender gap in perceived workplace harassment (PWH) with particular attention to gender equality's and gender egalitarianism's roles in molding these differences. We find that despite large regional differences, women in most countries are more likely than men to perceive workplace harassment, although this likelihood is higher in countries that score favorably on our gender equality measures. Hence, political empowerment and better economic opportunities alter women's perceptions of workplace harassment, increasing the probability of their experiencing it. Our results also underscore the important roles of values and gender egalitarian practices. Whereas enhanced gender egalitarianism values increase women's perceptions of workplace harassment, concrete practices tend to reduce them. Especially for management, this result highlights the importance of actually implementing gender equality policies at a corporate level, because a discrepancy between corporate values and practices on this issue will only accentuate the perception of harassment.     

Green Marketing: A Theoretical Perspective

The theoretical view of green marketing, derived from within institutional economics, environmental politics, and technological theory, is a multi-disciplinary perspective suggesting that a potential environmental crisis resides not necessarily in specific behaviours but rather within the dominant social paradigm (DSP) of Western industrial societies. Effective policies and strategies then must recognize the crisis as one of paradigms. This paper addresses the failure of contemporary green marketing to move beyond the limitations of the prevailing paradigm. While there are nascent macro developments in marketing thought that might lead to a truly green marketing considering sustainability, holistic thought, and the limitations of the prevailing paradigm, they remain thus far on the periphery of the discipline. They will remain so until a broader, multi-disciplinary approach incorporating the multiple dimensions of the DSP is developed.     

A longitudinal analysis of the changing roles of gender in advertising: a content analysis of Super Bowl commercials

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.     

A Marketing Oriented Perspective of Standardized Global Marketing

Globalization as a strategic perspective and as a means of scanning the world in planning is very logical. Globalization in the sense of standardization is product-oriented. It ignores the real differences among segments and does not allow marketing to act as a change agent in a socially responsible manner.     

Marketing insights from text analysis

Language is an integral part of marketing. Consumers share word of mouth, salespeople pitch services, and advertisements try to persuade. Further, small differences in wording can have a big impact. But while it is clear that language is both frequent and important, how can we extract insight from this new form of data? This paper provides an introduction to the main approaches to automated textual analysis and how researchers can use them to extract marketing insight. We provide a brief summary of dictionaries, topic modeling, and embeddings, some examples of how each approach can be used, and some advantages and limitations inherent to each method. Further, we outline how these approaches can be used both in empirical analysis of field data as well as experiments. Finally, an appendix provides links to relevant tools and readings to help interested readers learn more. By introducing more researchers to these valuable and accessible tools, we hope to encourage their adoption in a wide variety of areas of research.

     

A longitudinal content analysis of gender role portrayal in Belgian television advertising

This study explores gender role portrayal in advertisements broadcasted on Belgian commercial television. We gathered a sample of 493 commercials (featuring 907 characters) randomly selected out of two periods (January 2002–April 2003, n = 250 and January 2009–April 2010, n = 243) from a database containing all advertisements broadcasted on Belgian commercial television. A content analysis was carried out using a coding scheme based on existing literature. Content categories included gender of the characters, gender roles (i.e. parental, housekeeping and professional expert) and sexual objectification. Hypotheses predicted that men and women would be represented differently in television advertising, and that these differences would reflect traditional gender stereotypes. Moreover, due to regulatory changes, we hypothesize that these differences should decrease over time. Results are largely in accordance with the existing literature. Women tend to be depicted as younger and are portrayed more often within dependent roles as caregiving parent, housewife or as sexual objects than men. A longitudinal analysis of role portrayal changes across two periods within and between genders indicates little change in gender role portrayals in Belgian television advertising between 2002–2003 and 2009–2010. Despite social and regulatory changes, gender stereotypes in advertising seem to persist over time.     

Marketing program standardization: A cross-country exploration

This study explores the antecedents and consequences of marketing program standardization in subsidiaries of multinational corporations by contrasting the case of a lead market (Japan) and of an emerging market (Turkey). The findings show that: (1) marketing program standardization is positively related to performance in Japan and Turkey; (2) centralization of nonproduct decision is negatively related to performance in both markets; (3) customer similarity is positively related to marketing program standardization in both Japan and Turkey. Whereas, in Japan, marketing program standardization has a direct, positive relationship to performance, in Turkey, in addition to such a direct effect, there is also an indirect effect at work, through centralization of nonproduct decision.     

Mobile Marketing: A Synthesis and Prognosis

Mobile marketing refers to the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, or technology. We present the conceptual underpinnings of mobile marketing and a synthesis of the relevant literature. We identify and discuss four key issues: drivers of mobile device/service adoption, the influence of mobile marketing on customer decision-making, formulation of a mobile marketing strategy, and mobile marketing in the global context. We outline research directions related to these issues and conclude by delineating the managerial implications of mobile marketing insights.     

个性化营销:营销新纪元

营销管理的理论与战略需要随着市场的变化和营销实践的发展而不断地完善。随着新世纪的来临,营销管理人员开始采用一种策略把他们与客户的关系建立在一种“个人主义”或我们常称的“个性化”的基础上。这种策略的核心内容是按特定客户的个人需要来定制商品和服务,而不是为所有客户提供同一种商品或服务。基于个性化的重要性,它应与产品、价格、渠道、促销、人员、物质财富、计划等一起作为营销组合的元素,形成新的营销组合,即8Ps。