广告中的女性定型观念和女性赋权:系统文献综述与未来研究议程

IF 8.6 2区 管理学 Q1 BUSINESS
Claudia L. Gomez-Borquez, Anna Török, Edgar Centeno-Velázquez, Erzsébet Malota
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引用次数: 0

摘要

本系统性文献综述(SLR)旨在通过系统、透明、严谨的框架性综述和 4Ws1H(What、Where、Why 和 HoW)分析,促进广告中女性主义和女性多样性的存在。本研究有三大贡献。首先,通过将 21 世纪的文献划分为女性主义的四个演变时代:前女性主义、女性主义、后女性主义和第四次女性主义浪潮,为研究广告中的女性刻板印象和女性赋权提供了一个创新的概念框架。其次,本研究报告揭示了当前的研究趋势、主要的研究方法、经常探讨的地理区域和重点行业,同时为未来的研究工作提供了路线图。最后,它肯定了女性广告在第四次女权主义浪潮中作为对消费者需求的回应所产生的持久影响,以及其在促进广告多元化和包容性(包括残疾、种族、年龄和性别认同)方面所发挥的作用。本研究揭示的主要研究趋势包括女性刻板印象的影响、广告中女性的性化、与品牌相关的态度以及对女性赋权的探索。定性研究方法是本研究的主流方法,尤其关注性别平等程度较高的国家。此外,在现有文献中,主要针对女性开展广告活动的行业,如时尚、奢侈服装、美容和个人护理,占据了核心地位。这些发现鼓励学者们根据所提出的研究趋势开展未来的研究,特别是在性别平等程度较低的地区以及性别中立或男性主导的行业。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Female stereotypes and female empowerment in advertising: A systematic literature review and future research agenda

This systematic literature review (SLR) seeks to foster the presence of feminism and women's diversity in advertising through a systematic, transparent, and rigorous framework-based review and the 4Ws1H (What, Where, Why, and HoW) analysis. The study provides three main contributions. First, it offers an innovative conceptual framework for examining female stereotypes and female empowerment in advertising by categorizing the 21st-century literature into the four evolutive eras of feminism: prefeminism, feminism, postfeminism, and the fourth wave of feminism. Second, this SLR reveals prevailing research trends, predominant research methodologies, frequently explored geographical regions, and industries of focus while providing a roadmap for future research endeavors. Finally, it acknowledges the lasting impact of femvertising as a response to consumer demands during the fourth wave of feminism and its role in promoting diversity and inclusion in advertising, encompassing disabilities, ethnicity, age, and gender identity. The main research trends uncovered in this study encompass the effects of female stereotypes, the sexualization of women in advertising, attitudes related to the brand, and the exploration of female empowerment. Qualitative methodologies emerged as the dominant approach in this research landscape, with a particular focus on countries boasting high gender equality. Furthermore, industries that predominantly target women in their advertising campaigns, such as fashion, luxury apparel, beauty, and personal care, occupy a central position in the existing body of literature. These findings encourage scholars to embark on future research aligned with the proposed research trends, particularly in regions characterized by lower gender equality and within gender-neutral or male-dominated industries.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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