- Title
- Ads aimed at dads: exploring consumers' reactions towards advertising that conforms and challenges traditional gender role ideologies
- Creator
- Baxter, Stacey M.; Kulczynski, Alicia; Ilicic, Jasmina
- Relation
- International Journal of Advertising Vol. 35, Issue 6, p. 970-982
- Publisher Link
- http://dx.doi.org/10.1080/2650487.2015.1077605
- Publisher
- Routledge
- Resource Type
- journal article
- Date
- 2016
- Description
- Employing gender role ideology theory, this research investigates Australian consumer attitudes towards current advertisements portraying males as caregivers. Results of an experiment demonstrate that consumers perceive in-ad gender role portrayals of males as caregivers as atypical of the current advertising environment. Consumers who, in particular, hold a non-traditional (egalitarian) gender role ideology report a more positive attitude towards advertising that challenges traditional gender role ideologies (i.e., advertising that depicts males as caregivers). We suggest that non-traditional advertising that challenges traditional gender roles provides advertisers with an opportunity to stand out; however, advertisers must ensure that their key product-related message components are not overshadowed.
- Subject
- gender role ideology; advertising; male caregivers; experiment
- Identifier
- http://hdl.handle.net/1959.13/1331813
- Identifier
- uon:26715
- Identifier
- ISSN:0265-0487
- Language
- eng
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