Gender Stereotypes: The Profiling of Women in Marketing

Thuc-Doan Nguyen ()
Additional contact information
Thuc-Doan Nguyen: Woodbury University

Chapter Chapter 7 in Exploring Gender at Work, 2021, pp 123-137 from Springer

Abstract: Abstract Stereotyping in advertising is considered as both “mirror” and “mold”, reflecting and shaping the values of its target audience. However, the connection between stereotyping of women in advertising and marketers’ profiling of women has not yet been explored. To address the issue, this study provides meta-analysis of research on gender stereotypes in advertising and content analysis of “how to market to women” in practical marketing guidelines and academic research. Women are more likely portrayed as young while men are in the middle age and older age segments. Women are often portrayed as sexually attractive. They are significantly portrayed in decorative roles and traditional roles. Meanwhile, some marketers present more realistic female images. The female market is heterogeneous. Women play multiple roles in daily life, and traditional roles are just a few among many. Female consumers are strong, assertive, and active. They join the labor force and gain higher social, financial, and educational status. They support social causes that matter to their communities and the societies in which they live.

Keywords: Gender stereotypes; Female portrayals; Advertising; Marketing to women; Targeting (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-64319-5_7

Ordering information: This item can be ordered from
http://www.springer.com/9783030643195

DOI: 10.1007/978-3-030-64319-5_7

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().