Men's and women's responses to sex role portrayals in advertisements

By U. Orth, Denisa Holancova. 2004

157 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing

View Paper: https://www.semanticscholar.org/paper/03827d09811c2a9fabb2c2f8f27825466bfa455c

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Julia Plagemann
2. Julia Sollwedel
3. Martin Eisend
4. Linda D. Hollebeek
5. Jörg Matthes
6. Johannes Knoll

In Marketing

1. Julia Plagemann
2. Julia Sollwedel
3. Martin Eisend
4. Benjamin K. Johnson
5. Susanna S. Lee
6. Celso Augusto de Matos
7. Holger Roschk
8. M. Hosseinpour

Citations in the corpus

• Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous Advertising and Its Consequences for Advertising Effectiveness (2014, background): “They generalized that for a female audience, nontraditional role depictions are more effective than traditional ones—a result that was supported by several authors (e.g., Jaffe and Berger 1994; Orth and Holancova 2004; Whipple and Courtney 1980).”