Sexism in Advertising - Is the Portrayal of Sexism in Advertising a Reflection of Society's View on the Role of Men and Women?

  • The topic of sexism in advertising has attracted the attention of many scholars for more than four decades now. It is 2019, and the topic remains current and open to debate. This study explores the relationship between sexism in advertising and society’s views on the roles of men and women on the basis of German dwellers. The investigation has been conducted based on significant theories and current examples and reinforced with empirical data collected from a survey. The results showed that most of the participants surveyed thought that men and women were not being accurately pictured in advertising. In addition, those who have cataloged an ad as sexist disagreed with that content reflecting their opinion about the roles that men and women play within society. Moreover, it was observed that factors like age and occupation have an influence on both the recognition of sexism in advertising and the conception on gender roles.

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Author:Fatima Carias
Advisor:Heike Stengel
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Release Date:2019/09/02
Tag:Role portrayals; Sexism; Sexism advertising
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG