Research Domain

Gender and Advertising: Marketing and Advertising Students' and Professionals' Perceptions

business-management-and-accounting

marketing-and-sales-management

Globally, the advertising sector has economic, social, and cultural influence. This study will aim to determine the perceptions of Marketing and Advertising students and professionals regarding gender issues in advertising, such as portrayals of women and men in advertising, consequences of sexist and discriminatory advertising, issues in marketing and advertising professions, media literacy, and gender equality, among others. In addition, a correlation will be examined between the gender of the respondents and their degree of literacy and knowledge regarding gender issues in advertising. The findings will be analysed according to a) Perceptions about gender, marketing, and advertising; b) Perceptions regarding the relationship between sexist advertising and purchase; and c) Perceptions regarding gender and marketing and advertising professions. It shows that male respondents had a lower degree of literacy and awareness of gender issues in advertising.

Keywords

Gender Issues

Marketing and Advertising Student

Cultural Influence

Advertising Professions

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