Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous Advertising and Its Consequences for Advertising Effectiveness

By Martin Eisend, Julia Plagemann, Julia Sollwedel. 2014

193 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing

View Paper: https://www.semanticscholar.org/paper/8fd6f66ed283d8465499a39c8c903afb6d607b1a

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. Stacy Landreth Grau
2. Y. Zotos

In Marketing

1. Stacy Landreth Grau
2. Y. Zotos

Citations in the corpus

• Gender stereotypes in advertising: a review of current research (2016, background): “Eisend, Plagemann, and Sollwedel (2014) found that while stereotyping does exist in advertising, consumer’s perceptions about it might be less serious than expected.”