Special issue :The Changing Roles of Gender in Advertising: Past, Present, and Future

The purpose of this paper is to navigate the rich academic literature on gender portrayals in advertising, and then to provide an overview on key findings and trends observed throughout the years. For several decades, women in advertising were likely to be depicted in traditional and domestic roles and were excluded from empowering roles and professional settings. Some progress has been acknowledged during the last decades, however, it seems that female role stereotyping is becoming subtler but still remains present. Male depictions have changed as well, moving from mere traditional masculine portrayals to a greater variety of roles, including decorative and family ones. In addition, the paper offers a cultural perspective by summarizing key findings regarding the relationship of gender stereotyping in advertisements and various country gender indices. Popular methodologies employed by content analytic studies in print advertisements are also presented. Finally, the paper accentuates current developments and tendencies regarding gender portrayals in advertising and outlines a research agenda that proposes timely and promising avenues for future studies.

Eirini Tsichla

Eirini Tsichla

Eirini Tsichla is an Assistant Professor at the Department of Communication and Digital Media of the University of Western Macedonia in Greece. She holds a Bachelor’s degree in Economics from the Aristotle University of Thessaloniki, an MSc in Marketing from the University of Stirling, UK and a Ph.D. in Marketing from the Aristotle University of Thessaloniki. Her research interests lie in the field of advertising, gender and emotion. Her work has been also presented in international marketing and advertising conferences including the European Marketing Academy Conference (EMAC) and the International Conference on Research in Advertising (ICORIA).

1. Why do you think that gender stereotypes continue to be depicted in contemporary advertising?
2. What are the most profound changes between past and contemporary male and female advertising portrayals?
3. What are the limitations of existing coding schemes used in advertising research?


Southeastern Europe