The STUDIA UNIVERSITATIS BABEŞ-BOLYAI issue article summary

The summary of the selected article appears at the bottom of the page. In order to get back to the contents of the issue this article belongs to you have to access the link from the title. In order to see all the articles of the archive which have as author/co-author one of the authors mentioned below, you have to access the link from the author's name.

 
       
         
    STUDIA PHILOLOGIA - Issue no. 3 / 2005  
         
  Article:   GENDER IN ADVERTISING REVISITED.

Authors:  MIHAI MIRCEA ZDRENGHEA.
 
       
         
  Abstract:  Gender plays a crucial role as far as commercials and advertising in general are concerned. Analyzing this role can only reveal the way in which advertising makers attempt to manipulate the masses and furthermore increase awareness of this manipulation strategy. From the point of view of ‘reward types’ category, many gender role effects have been observed. The general pattern is that males are shown to be associated with pleasurable rewards, while females advertise more products that yield social self-enhancement. All observations show that females are associated more often with social approval and/or self-enhancement. The category ‘practical’ is not a strong indicator of se stereotyping, as different countries tend to show a diverse pattern. Some show that males are associated more often with practical rewards while others show the reverse pattern.  
         
     
         
         
      Back to previous page