Consumers' self-image response to gender portrayal in advertising images

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Title: Consumers' self-image response to gender portrayal in advertising images
Author: Delaney, Rebecca
Abstract: Previous empirical research has examined the effect of advertising image idealization on self-image issues, but many of these studies neglect to take into account the effects on men. By developing an experiment to include key components from previous methods of research, the present study investigates the effects of gender portrayal in advertising images. The purpose of this study is to examine consumers' responses to the advertising stimulus, or the advertising images of gender. Inconsistent with past research, findings suggest there is less disparity between men and women's reactions after viewing gender portrayals in advertising images. It is suggested that there is a slight increase in negative self-image attitude and anxiety for both genders after viewing advertising images of their gender.
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Date: 2011-11-18

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