Gendered advertising: Content, effectiveness and effects – psychological perspective

Gender has long been researched as one of the key factors in advertising. However, while a lot has been written about the portrayal of gender in advertising less is known about the effectiveness of different, e.g. traditional vs non-traditional, gender portrayals and their effects on the audiences. Despite some changes over time traditional gender roles seem to be still preferred by advertisers and marketers. Some argue such an approach increasingly alienates the consumers as it is not in keeping with the changing society. This chapter overviews the current research on the content, effectiveness and effects of gendered advertising from a consumer psychology perspective rooted in a positivist social psychological approach. In doing so it challenges the common advertising practices and argues that counter-stereotypical advertising appeals may be more effective even in a global consumer context.