Does it pay off to break male gender stereotypes in cross-national ads? A comparison of ad effectiveness between the United Kingdom, Poland and South Africa

Zawisza, Magdalena and Luyt, Russell and Zawadzka, Anna Maria and Buczny, Jacek (2018) Does it pay off to break male gender stereotypes in cross-national ads? A comparison of ad effectiveness between the United Kingdom, Poland and South Africa. Journal of Gender Studies, 27 (4). pp. 464-480. ISSN 1465-3869

[img] Text
Submitted Version
Available under the following license: Creative Commons Attribution Non-commercial No Derivatives.

Download (220kB)
[img] Text (Acceptance date)
Other
Restricted to Repository staff only

Download (71kB) | Request a copy
Official URL: http://dx.doi.org/10.1080/09589236.2016.1234369

Abstract

Advertisers shy away from using non-traditional (vs traditional) male gender portrayals even though theory suggests they may be more effective cross-nationally. Two main hypotheses were tested cross-nationally for the first time. H1: ‘paternalistic’ male stereotypes (e.g. Househusband) would be more effective than ‘envious’ male stereotypes (e.g. Businessman) across countries confirming the Stereotype Content Model. H2: the match between initial male gender role attitudes and advertisement type would increase advertisement effectiveness only in countries with relatively low egalitarian norms (i.e., Poland and South Africa). A cross-national study was conducted through the use of student samples following a 3(country: United Kingdom, Poland, and South Africa) x 2(advertisement type) x (gender attitude) mixed design (N = 373). A three-way Multivariate Analysis of Variance showed support for H1 and partial support for H2 (i.e., the second hypothesis held on purchase intent and for South Africa). The study provides evidence for the cross-national applicability of the Stereotype Content Model to advertising and the limited predictive value of gender attitudes for purchase intent depending on country. Thus, contrary to mainstream advertising practices, breaking male gender stereotypes does appear to pay cross-nationally. Theoretical and practical implications alongside the potential for change in practices are discussed.

Item Type: Journal Article
Keywords: advertising, gender attitudes, gender portrayal, gender stereotypes, sex roles, cross-cultural
Faculty: ARCHIVED Faculty of Science & Technology (until September 2018)
Depositing User: Magdalena Zawisza
Date Deposited: 19 Oct 2016 08:12
Last Modified: 14 Nov 2019 16:10
URI: http://arro.anglia.ac.uk/id/eprint/700957

Actions (login required)

Edit Item Edit Item