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.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.subject.keywords | Advertising | |
dc.subject.keywords | Femvertising | |
dc.subject.keywords | female power | |
dc.subject.keywords | gender roles | |
dc.title | Female power portrayals in advertising | |
dc.type | Article | |
dspace.entity.type | Publication | |
relation.isAuthorOfPublication | 083020a4-9162-4b59-b43e-e0a022dc82b0 |
File
Original bundle
1 - 1 of 1
No Thumbnail Available
- Name:
- 2021-GS Alert PDF - LaczniakR-Female power portrayals in advertising.pdf
- Size:
- 1.66 MB
- Format:
- Adobe Portable Document Format
- Description: