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.     

Examining the intersection of race and gender in video game advertising

Women and racial/ethnic minorities account for a growing percentage of video game players in the USA. The economic future of the video game industry may, in part, depend on the industry's ability to adapt marketing efforts to appeal to the growing female and racial/ethnic markets. Contrary to these efforts, however, is advertisers' reliance on stereotypes in advertisements to quickly establish a common understanding and wide appeal to a mass audience. This study investigates how race and gender intersect in the stereotypical character depictions used to market video games to consumers. A systematic content analysis was carried out of 383 US magazine advertisements of console, mobile, and PC video games. Stereotyping and intersectionality literatures were used as theoretical guides for this research. Findings reveal that the marketing of video games in the USA upholds some longstanding media stereotypes of minorities and women, including that of the White male hero, submissive sexualized female, Asian ninja, and deviant Black male. The potential social and economic implications of the video game industry's reliance on character stereotypes for the marketing of video games are discussed.     

Understanding responses to comedic advertising aggression: the role of vividness and gender identity

As the use of comedic aggression in advertising has become more frequent, questions about the boundary conditions of its effectiveness become more important. Issues related to the vividness of the aggression, unique audience responses, and legitimacy of the aggression are examined here as potential influences on the impact of comedic advertising aggression. Two experiments are reported that explore how reactions to comedic advertising aggression are influenced by components of vividness (concreteness – aggressive intensity, emotional interest – psychological distance), the audience's gender identity, and whether the aggression was provoked and justified. Feminine identity individuals in close psychological situations react quite negatively to advertising using the highest level of comedic aggression while masculine identity individuals actually prefer the most vivid aggression in some conditions. The response patterns become different for feminine and masculine identity individuals when the aggression is unprovoked and therefore less justified. The results provide guidance about the limits of using comedic advertising aggression.     

Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general

Although considerable research has examined attitude toward advertising in general (AG), little is known about AG's determinants. This study investigates gender stereotype-related constructs whose relationship with AG is understudied and unclear. Structural equation modeling demonstrates that attitude toward sex/nudity in advertising predicts AG indirectly through the perceived offensiveness of advertising. Also, the more consumers believe that advertising portrays gender stereotypes, the less favorable their AG. Multi-group analyses, however, demonstrate that offensiveness harms AG for men, but not women. Also, gender-stereotype attitudes harm AG for female and younger consumers, but do not harm AG for male or older consumers. These results have important implications for advertisers in message targeting and advertisement execution strategies. Also, because unfavorable AG increases demands for governmental oversight and interference, the advertising industry should strengthen self-regulation. This self-regulation should proscribe traditional gender stereotypes and excessively erotic ads that may offend consumers, even if those consumers are outside an advertiser's target market.     

如何发挥思想政治工作在人力资源管理中的作用

思想政治工作在人力资源管理中具有不可替代的优势,其作用不可忽视.将思想政治工作融入人力资源开发与管理中,拓宽工作领域,创新工作思路,充分发挥思想政治工作在人力资源开发与管理中的特殊作用.     

Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities

Abstract

Gender has been theorised and studied in many ways and across different disciplines. Although a number of these theorisations have been recognised and adopted in marketing and consumer research, the significance of feminism in knowledge construction has largely remained what we would call ‘unfinished’. Based on a critical reframing of gender research in marketing and consumer research, in dialogue with feminist theory, this article offers theoretical and practical suggestions for how to reinvigorate these research efforts. The analysis highlights dominant theorisations of gender, relating to gender as variable, difference and role; as fundamental difference and structuring; and as cultural and identity constructions. This reframing emphasises various neglected or ‘missing feminisms’, including queer theory; critical race, intersectional and transnational feminisms; material-discursive feminism; and critical studies on men and masculinities. A more detailed discussion of the latter, as a relatively new, growing and politically contentious area, is further developed to highlight more specifically which feminist and gender theories are mainly in use in marketing and consumer research and which are little or not used. In the light of this, it is argued that marketing and related disciplines have thus far largely neglected several key contemporary gender and feminist theorisations, particularly those that centre on gender power relations. The potential impact of these theoretical frames on transdisciplinary studies in marketing and consumer research and research agenda(s) is discussed.     

Understanding the moderating effect of motivational values on young consumers' responses to luxury brands: A cross-cultural study of South Korea and the USA

By applying motivational values of luxury consumption, this study examined the impact of cultural differences on young consumers' attitudes and purchase intentions toward luxury brands. With the use of survey data (N = 331 for South Koreans and N = 409 for Americans), the study provided support for the hypothesized moderating effect of three perceived values: conspicuous, social, and quality values. The perceived social value was found to influence attitude change favorably among young Korean consumers. The young American consumers tended to increase their attitudes and purchase intentions toward luxury brands if they perceived superior product quality. However, they were more likely to lower their purchase intention as they recognized conspicuous value of consuming luxury brands. On the other hand, the moderating effect of uniqueness and hedonic value was not found. Theoretical and managerial implications were discussed.     

Role Morality in the Accounting Profession – How do we Compare to Physicians and Attorneys?

Role morality can be defined as “claim(ing) a moral permission to harm others in ways that, if not for the role, would be wrong” (A. Applbaum: 1999, Ethics for Adversaries: The Morality of Roles in Public and Professional Life (Princeton University Press, Princeton, NJ) p. 3). Adversarial situations resulting in role morality occur most frequently in the fields of law, business, and government. Within the realm of accounting, professional obligations may place the accountant in a situation where he/she is susceptible to the pressures of role morality. If the accountant engages in acts consistent with role morality, significant harm to others may result. The current study represents an initial investigation into role morality in accounting and includes survey data from three samples of professionals: accountants, physicians, and attorneys. Results suggest that accountants generally do not agree that role morality is acceptable. Additionally, when compared to the groups of physicians and attorneys, physicians agree the least with role morality, while attorneys agree the most. Implications for practicing accountants and suggestions for future research into the theory of role morality are offered. Robin R. Radtke is currently an Assistant Professor at Florida Atlantic University. Dr. Radtke earned her Ph.D., at the University of Florida and has previously taught at the University of Houston, the University of Texas San Antonio, and Texas Tech University. Dr. Radtke’s main research interests are in the ever growing field of accounting ethics and she has been an editorial board member of Research on Professional Responsibility and Ethics in Accounting (formerly Research on Accounting Ethics) since 1995. She has published in various journals including Issues in Accounting Education, Behavioral Research in Accounting, Accounting Horizons, Research on Professional Responsibility and Ethics in Accounting, and others.