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1 – 10 of 388
Article
Publication date: 22 March 2013

Jaeil Kim, WoongHee Han, DongTae Kim and Widya Paramita

The purpose of this paper is to investigate whether the use of a male decorative model, so called Kkot Minam in Korean, can be effective in Indonesia as well as in Korea, and…

6209

Abstract

Purpose

The purpose of this paper is to investigate whether the use of a male decorative model, so called Kkot Minam in Korean, can be effective in Indonesia as well as in Korea, and whether consumers from different cultural and religious backgrounds will respond differently to this kind of advertisement.

Design/methodology/approach

A personal interview survey was used to collect the data. The respondents, 159 Koreans and 149 Indonesians, were female consumers in their twenties. They represent the target market of “The Face Shop” brand, whose advertisement was used in this research. Structural equation model was employed to test the hypotheses.

Findings

Overall results indicate that the use of Kkot Minam in cosmetics advertisement is effective in Indonesia. The findings also showed that religiosity affects Indonesian consumers’ attitudes toward Kkot Minam. However, when attitudes toward Korean wave were used as a moderating variable, the negative effect of religiosity on attitudes diminished.

Practical implications

Companies in emerging markets may use decorative male models in advertising once the social and economic status of women reaches a certain level.

Originality/value

The present study investigates the effect of a decorative male model on the attitudes of consumers with different cultural and religious backgrounds, using Korean wave as a moderating variable in the same research setting.

Details

Marketing Intelligence & Planning, vol. 31 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 December 2001

Katharina M. Dallmann

The goal of this paper is to present the difference‐in‐differences approach as statistical methodology specifically to address the importance of identifying culture‐specific…

6146

Abstract

The goal of this paper is to present the difference‐in‐differences approach as statistical methodology specifically to address the importance of identifying culture‐specific advertising strategies when targeting global market segments. In applying this methodology to advertising research, the study analyses German and Japanese magazine advertising targeting women in four dimensions: advertisement format, usage of models, male and female role portrayal and value appeals. Despite some apparent transnational similarities in advertising aimed at women, the difference‐in‐differences analysis reveals marked cross‐cultural differences in the way that marketers adapt their strategies in the women’s market. The results indicate that non‐traditional approaches in targeting women seem to be far more culturally specific than the traditional ones, and that the male role portrayal, which has not yet gained much attention in research, is the crucial element of non‐traditional approaches in the Japanese women’s magazine.

Details

European Journal of Marketing, vol. 35 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 22 March 2013

Naresh Malhotra and Satyabhusan Dash

667

Abstract

Details

Marketing Intelligence & Planning, vol. 31 no. 2
Type: Research Article
ISSN: 0263-4503

Article
Publication date: 19 June 2009

Lin Zhang, Pataradech “Tony” Srisupandit and Debra Cartwright

The purpose of this paper is to try to determine to what extent differences and similarities in sociopolitical, cultural and economic backgrounds are reflected in gender role…

5032

Abstract

Purpose

The purpose of this paper is to try to determine to what extent differences and similarities in sociopolitical, cultural and economic backgrounds are reflected in gender role portrayals in magazine advertisements in the USA, China and Thailand.

Design/methodology/approach

Content analysis is used. Five different magazine categories are selected from the USA, China and Thailand in 2007: news and general interest; sports; entertainment; women's and business. The coding system employed is modified from Courtney and Lockeretz.

Findings

Overall, the paper finds that advertisers in Thailand, China and America shared some gender stereotyping. In addition, Chinese and Thai magazine advertisements show more gender stereotyping, while US advertisements show more egalitarian representations. These findings are consistent with their respective culture backgrounds.

Research limitations/implications

The use of content analysis is limited because it is mainly descriptive in nature and adequate causal explanations cannot be established. Besides, this research is cross‐sectional and the changes in gender role portrayals in cultures over time cannot be sufficiently captured.

Practical implications

The paper's observations support the hypotheses that the sociopolitical, cultural and economic differences of the three countries lead to different gender role attitudes in each society, and these different attitudes need to be considered by international advertisers. The paper also suggests that international advertisers should carefully consider the use of gender role stereotypes in their creative design, for the benefit both of the advertisers and the society.

Originality/value

No similar studies have been conducted on Thai advertisements and the most recent study in China was in 1997. It is also worthwhile to examine gender role portrayals in advertisements from three countries with unique sociopolitical backgrounds: the capitalistic USA (with Judeo‐Christian values), socialist China (with weak Confucian values) and capitalistic Thailand (with strong Confucian values).

Details

Management Research News, vol. 32 no. 7
Type: Research Article
ISSN: 0140-9174

Keywords

Article
Publication date: 13 November 2009

Emmanuella Plakoyiannaki and Yorgos Zotos

The purpose of this study is three‐fold: to provide recent evidence in the UK on the frequency of appearance of female role portrayals in print advertisements; to compare female…

17889

Abstract

Purpose

The purpose of this study is three‐fold: to provide recent evidence in the UK on the frequency of appearance of female role portrayals in print advertisements; to compare female role stereotypes across magazine types; and to explore the interface between female role stereotypes and product categories.

Design/methodology/approach

An integrative approach to content analysis was used in order to analyze advertising communication in print media. The sample consisted of n=3,830 advertisements published in ten high circulation UK magazines.

Findings

The study indicates that women in UK magazine advertisements are mainly portrayed in decorative roles; and that female role stereotypes vary significantly across magazine types. The findings also suggest that there is an association between product categories and female role stereotypes.

Practical implications

The study highlights the need for the advertising industry in the UK to adjust its communication practices to the changing role of women in society.

Originality/value

The study extends research in the area of female role stereotypes in print advertising by considering the frequency of female role portrayals across different magazine types; and investigating the association between product categories and female role stereotypes.

Details

European Journal of Marketing, vol. 43 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 November 1995

Judith A. Wiles, Charles R. Wiles and Anders Tjernlund

Examines the roles of men and women depicted in magazineadvertising in The Netherlands, Sweden and the USA and attempts todiscern any implication for advertisers crossing these…

12656

Abstract

Examines the roles of men and women depicted in magazine advertising in The Netherlands, Sweden and the USA and attempts to discern any implication for advertisers crossing these cultural boundaries. Explores the relationship between role models depicted and Hofstede′s Masculinity index. Most of the roles shown for men and women are non‐working roles in all three countries. Within the non‐working roles, US and Dutch magazine advertisers are more likely to portray men and women in decorative roles than Swedish advertisers, who are more likely to portray men and women in recreational and family roles. This suggests that Swedish magazine advertisers feel more comfortable showing men and women, but especially women, in more of a variety of non‐working roles than do their Dutch and US counterparts.

Details

European Journal of Marketing, vol. 29 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 9 January 2009

Durriya H.Z. Khairullah and Zahid Y. Khairullah

The objective of this research is to examine gender roles portrayal in Indian and US magazine advertisements. The impact of the socio‐cultural influences on the gender roles…

5583

Abstract

Purpose

The objective of this research is to examine gender roles portrayal in Indian and US magazine advertisements. The impact of the socio‐cultural influences on the gender roles portrayal in magazine advertisements of the two countries is examined.

Design/methodology/approach

Advertisements appearing in popular Indian and US magazine advertisements were analyzed with respect to the portrayal of male and female models shown in the print advertisements. The advertisements for five products were examined and observations were recorded. The role portrayals of the male and female models in the two countries are compared and discussed.

Findings

The study concludes that there are both significant differences and some similarities in characteristics of gender roles as manifested in Indian and US magazine advertisements. The findings are consistent with those of the few earlier researchers comparing gender roles in different countries. The overall results of the present study suggest to international advertisers that in developing their advertising campaigns for international markets it is important to reflect the cultural values of the society in which they wish to do business.

Research limitations/implications

It is important to take into consideration the limitations of the study with regard to the advertising medium (magazines) and the products advertised. The study was restricted to selected magazines and products; other media such as TV and other products were not considered. The Indian magazines selected for this study are popular Indian national magazines in English which target the educated, well‐to‐do, middle‐class, affluent, urban Indians who can afford to buy these products.

Originality/value

There are few cross‐cultural studies that have examined gender roles portrayal in US advertising vs those of developed and developing countries and this study adds to that body of knowledge. The results are important for guiding marketers in developing advertising campaigns.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 21 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 25 January 2013

Prokopis K. Theodoridis, Antigone G. Kyrousi, Athina Y. Zotou and George G. Panigyrakis

The purpose of this paper is to investigate the differences in male and female attitudes and establish a causal relationship between general (a priori) attitudes towards female…

5989

Abstract

Purpose

The purpose of this paper is to investigate the differences in male and female attitudes and establish a causal relationship between general (a priori) attitudes towards female stereotypical advertisements and attitudes towards specific advertising stimuli, providing evidence from Greece and Cyprus.

Design/methodology/approach

Male and female respondents (158 in Cyprus and 156 in Greece) indicated their general attitudes towards female stereotypes in advertising and were subsequently exposed to three stereotypical advertisements, to which they expressed their specific attitudes.

Findings

The results of the study prove that in countries with similar cultural backgrounds, such as Greece and Cyprus, general attitudes towards stereotypes in advertising do not have significant differences. General attitudes towards sex role portrayal in advertising directly impact attitudes towards specific advertisements. Further, it was demonstrated that respondents' gender plays a key role in attitude formation. The age of the respondents is also of interest, given that differences exist in general attitudes towards stereotypes in advertising and in attitudes towards specific stereotypical advertisements within respondents of the same gender, but of a different age bracket.

Originality/value

The key potential contribution of this study is threefold. First, it investigates the effect of gender and age on attitudes towards stereotypes in advertising. Second, it establishes a causal relationship between general attitudes towards stereotypical advertisements and attitudes towards specific advertising stimuli. Third, the study further validates the established relationship and the relevant measures across culturally similar countries.

Details

Corporate Communications: An International Journal, vol. 18 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

Book part
Publication date: 14 February 2022

Hung-bin Ding, Kelsey Hahn, Rosa Nelly Trevinyo-Rodríguez and Miguel Ángel Gallo

This chapter explores how next-generation women owners participate and contribute to their families’ single-family offices (SFOs). To examine this issue, we analyze 12 SFOs from…

Abstract

This chapter explores how next-generation women owners participate and contribute to their families’ single-family offices (SFOs). To examine this issue, we analyze 12 SFOs from Europe, North America, Latin America and Asia Pacific.

Our results show that daughters actively participate in philanthropic efforts, community-based entrepreneurship projects and family council meetings. Yet, they are rarely involved in the SFO investment committees or board of directors. Moreover, female next gens are less likely to propose new business ventures to the family council or SFO board of directors. Apparently, daughters are not as encouraged as sons to create their own for-profit start-up. Family inclusive values and culture, parental influence and/or sibling’s encouragement, the presence of female role models, and the existence of a gender-diverse SFO top management team positively influence the way women owners relate to and connect into the SFO.

We realize, too, that when women owners are not involved in the family council, less family-related activities are promoted. Occasional family-related activities are associated with the family council limited operation and null vision of intergenerational wealth transfer. Further findings are grouped in five major themes: (1) Motivation to set up the SFO, (2) SFO activities, (3) New business ventures, (4) SFO governance structures and (5) SFO strategy and vision. Based on the SFO strategy, vision and activities, we identified four types of SFOs: The SFO as a Legacy School, as an Entrepreneurship School, as a Community School, and as a Decorative-Investment Arm.

Details

The Power of Inclusion in Family Business
Type: Book
ISBN: 978-1-80117-579-1

Keywords

Article
Publication date: 15 October 2020

Qiuzhen Wang, Lan Ma, Liqiang Huang and Lei Wang

The purpose of this paper aims to investigate the effect of a model's eye gaze direction on the information processing behavior of consumers varying based on their gender.

Abstract

Purpose

The purpose of this paper aims to investigate the effect of a model's eye gaze direction on the information processing behavior of consumers varying based on their gender.

Design/methodology/approach

An eye-tracking experiment and a memory test are conducted to test the research hypotheses.

Findings

Compared to an averted gaze, a model with a direct gaze attracts more attention to the model's face among male consumers, leading to deeper processing. However, the findings show that when a model displays a direct gaze rather than an averted gaze, female consumers pay more attention to the brand name, thus leading to deeper processing.

Originality/value

This study contributes to not only the existing eye gaze direction literature by integrating the facilitative effect of direct gaze and considering the moderating role of consumer gender on consumer information processing but also the literature concerning the selectivity hypothesis by providing evidence of gender differences in information processing. Moreover, this study offers practical insights to practitioners regarding how to design appealing webpages to satisfy consumers of different genders.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-01-2020-0025

Details

Online Information Review, vol. 44 no. 7
Type: Research Article
ISSN: 1468-4527

Keywords

1 – 10 of 388