Female power portrayals in advertising

dc.contributor.author Kordrostami, Melika
dc.contributor.author Laczniak, Russell N.
dc.contributor.other Marketing
dc.contributor.other Marketing
dc.date.accessioned 2022-01-27T17:26:50Z
dc.date.available 2022-01-27T17:26:50Z
dc.date.issued 2021-12-29
dc.description.abstract Although stereotypical female portrayals are still common in advertisements, in recent years it appears there has been a move toward portraying women in powerful positions in ads. This research investigates the recent trend in advertising that portrays women in positions of power and offers a typology of female power dimensions in ads. Building on previous literature on social power, feminine power, and current trends in advertising, a typology for female power is proposed and verified using two studies. In the first study, data from a pile sort of current print ads is collected and analyzed by cluster analysis and multidimensional scaling. In the second study, semi-structured interviews are employed to verify the proposed typology. Results verified that receivers perceive female power in advertisements in the following power dimensions: sexual power, expert power, family power, and empowerment (including athletic power).
dc.description.comments This article is published as Melika Kordrostami & Russell N. Laczniak (2021) Female power portrayals in advertising, International Journal of Advertising, DOI: 10.1080/02650487.2021.1998878. Posted with permission.
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/NveoJgkz
dc.language.iso en
dc.publisher © 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group
dc.source.uri https://doi.org/10.1080/02650487.2021.1998878 *
dc.subject Advertising
dc.subject Femvertising
dc.subject female power
dc.subject gender roles
dc.subject.disciplines DegreeDisciplines::Arts and Humanities::Feminist, Gender, and Sexuality Studies::Women's Studies
dc.subject.disciplines DegreeDisciplines::Social and Behavioral Sciences::Sociology::Gender and Sexuality
dc.subject.disciplines DegreeDisciplines::Business::Marketing
dc.title Female power portrayals in advertising
dc.type Article
dspace.entity.type Publication
relation.isAuthorOfPublication 083020a4-9162-4b59-b43e-e0a022dc82b0
relation.isOrgUnitOfPublication 23a1a1c4-febe-4b31-bc8d-aa1e018aead9
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