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Essay / Research Paper Abstract
A 7 page research paper that discusses gender stereotyping in advertising and the issues associated with its use, ethical implications and their potential impact on society. Bibliography lists 6 sources.
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7 pages (~225 words per page)
File: D0_khadgst.rtf
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Unformatted sample text from the term paper:
dynamics within a specific culture, they express how "believe the culture views and accepts gender" (Lynn, et al 77). Due to the fact that advertisers rely on the understanding of
consumers to "fill in the blanks to create meaning," they frequently utilize gender stereotypes as a sort of cultural shorthand in order to appeal to a mass audience (Lynn, et
al 77). The following examination of gender stereotyping investigates the issues associated with its use, ethical implications and their potential impact on society. Is gender stereotyping in advertising profitable?
In a landmark study that was performed in the 1970s, Lundstrom and Sciglimpaglia showed that some demographic groups of female consumers were much more cognizant of stereotyped role portrayals then
other and that ads that included stereotyped images of subsequently prejudiced these women against these products (Orth and Holacova 77). This finding was substantiated by recent research that demonstrates that
women generally have "negative attitudes toward firms or products associated with stereotyped role portrayals" (Orth and Holacova 77). Studies that have documented content analyses of the sex of advertising
spokespeople have shown that women are under-represented in media advertising (Whipple and McManamon 79). This under-representation of women in advertising may "limit the ability of advertisers to reach their target
markets effectively" and, also, advertisers may have limited their opportunities for increasing the effectiveness of their ads by choosing to have men primarily as their product presenters (Whipple and McManamon
79). Researchers have voiced concerns about the ethical implications of this practice, which may result in "limited employment opportunities for female presenters, perpetuation of sex-stereotyped roles, and lack of understanding
of individual differences" (Whipple and McManamon 79). In television advertising, it is a male voice that typically presents the product even when the central character in the commercial is
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