Ads aimed at dads: exploring consumers' reactions towards advertising that conforms and challenges traditional gender role ideologies

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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