Gender roles in online advertising.
This research focuses on gender roles in advertising on YouTube using a content-analysis approach that addresses the unique functionalities and characteristics of online advertising formats and its consumers. The data was collected from Germany and Israel, based on 311 advertisements providing 473 c...
| Publicado en: | Journal of Gender Studies Vol. 32; no. 2; pp. 186 - 201 |
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| Autores principales: | , , |
| Formato: | Artículo |
| Publicado: |
Taylor & Francis Ltd
Feb2023
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=161545693&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 161545693 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 09589236 JGS jtl: Journal of Gender Studies issn: 09589236 maglogo: N pubinfo: dt: Feb2023 vid: 32 iid: 2 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 161545693 10.1080/09589236.2022.2102970 ppf: 186 ppct: 15 formats: fmt: – @attributes: type: T db: hlh ui: 161545693 – @attributes: type: P db: hlh ui: 161545693 tig: atl: Gender roles in online advertising. aug: au: Roth-Cohen, Osnat Kanevska, Halyna Sofiia Eisend, Martin affil: School of Communication, Ariel University, Senior Lecturer of Strategic Communication, (PhD), Kiryat Hamada, Ariel, Israel European University Viadrina, Research Assistant, Faculty of Business Administration and Economics, Faculty of Business Administration and Economics, Frankfurt (Oder), Germany European University Viadrina, Professor of Marketing, Faculty of Business Administration and Economics, Frankfurt (Oder), Germany su: YouTube (Web resource) Gender role Occupational prestige Cross-cultural studies Internet advertising sug: subj: Gender role Occupational prestige Cross-cultural studies Advertising Agencies Internet Publishing and Broadcasting and Web Search Portals Internet advertising YouTube (Web resource) keyword: gender roles gender stereotypes online advertising YouTube advertising gender roles gender stereotypes online advertising YouTube advertising ab: This research focuses on gender roles in advertising on YouTube using a content-analysis approach that addresses the unique functionalities and characteristics of online advertising formats and its consumers. The data was collected from Germany and Israel, based on 311 advertisements providing 473 central characters. The results provide evidence for stereotyping in online advertising. These findings are slightly different from previous studies on gender roles in traditional advertising. Stereotyping in advertising on YouTube mainly draws on physical characteristics (e.g. body shape, height), but not occupational status (e.g. professional). In contrast, in traditional advertising stereotyping draws more on occupational status. The degree of stereotyping based on role behaviours is similar in both traditional and social media advertising. The country-specific results show that gender roles in advertising show cross-cultural differences, defying the assumption of YouTube as a uniform globalized online platform for ads. These findings have implications for advertisers asking to improve the efficiency of online ads that use stereotypes and for researchers and regulators, underlining the importance of the ongoing political debate on what constitutes appropriate regulation. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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