Advertising Professionals’ Perceptions of the Impact of Gender Portrayals on Men and Women: A Question of Ethics?

This research investigates advertising professionals’ perceptions of how gender portrayals impact men and women and how these perceptions influence their strategic and creative choices. Two rounds of qualitative data were collected to examine these issues. Findings reveal professionals’ perceptions about women's vulnerability and men's immunity to the negative consequences of advertising, as well as the societal discourses and institutional dynamics that drive their business decisions. The authors detail four themes with regard to professionals’ conceptualizations of the influence of gender portrayals on consumers and the ethical considerations surrounding such images. Theoretical and managerial implications and consumer welfare ramifications are offered. [ABSTRACT FROM PUBLISHER]

Copyright of Journal of Advertising is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)