Breaking Gender Binaries

IF 5.4 2区管理学 Q1 BUSINESS

Journal of Advertising Pub Date : 2022-08-23 DOI:10.1080/00913367.2022.2109780

M. Eisend, Anna Rößner

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引用次数: 2

Abstract

Abstract Advertisers have begun to acknowledge that an increasing number of consumers do not support the traditional gender binary, believing that gender is dynamic and lies on a continuum. Changing views, practices, and findings regarding gender are not well addressed in current advertising research due to a lack of knowledge regarding newer gender terminologies and a reliance on incompatible gender concepts and measures. This article discusses and develops conceptualizations and measures of gender for different types of future advertising research. Drawing on a review of the extant literature regarding portrayals of nonbinary people in advertising, gender-related ad processing, and the effects of these ads on consumers, this study proposes ideas and guidelines for future research that aim to deepen our understanding of gender in advertising and advance more inclusive advertising research that addresses gender developments in a changing world. These ideas and related recommendations build on conceptualizing and measuring gender and focus on analyzing nonbinary content portrayals, diverse consumers’ processing of ads, and the social and commercial effects of nonbinary portrayals.

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打破性别二分法

摘要广告商已经开始承认，越来越多的消费者不支持传统的性别二元，认为性别是动态的，是一个连续体。由于缺乏对新的性别术语的了解以及对不兼容的性别概念和衡量标准的依赖，当前的广告研究没有很好地解决关于性别的观点、做法和发现的变化。本文讨论并发展了性别的概念和衡量标准，用于未来不同类型的广告研究。根据对现有文献的回顾，这些文献涉及广告中对非二进制人的描述、与性别相关的广告处理以及这些广告对消费者的影响，这项研究为未来的研究提出了思路和指导方针，旨在加深我们对广告中性别的理解，并推进更具包容性的广告研究，以应对不断变化的世界中的性别发展。这些想法和相关建议建立在概念化和衡量性别的基础上，重点分析非二元内容描述、不同消费者对广告的处理以及非二元描述的社会和商业影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Advertising Multiple-

CiteScore

11.20

自引率

10.50%

发文量

期刊介绍： The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.