Pregled bibliografske jedinice broj: 763245
Consumers opinions on gender stereotyping
Consumers opinions on gender stereotyping // Proceedings of the 22nd CROMAR Congress: Marketing Challenges in New Economy / Križman Pavlović, Danijela ; Benazić, Dragan (ur.).
Pula: Hrvatska udruga za marketing (CROMAR), 2011. str. 59-61 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
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Naslov
Consumers opinions on gender stereotyping
Autori
Kolman, Petra ; Tkalac Verčič, Ana
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Proceedings of the 22nd CROMAR Congress: Marketing Challenges in New Economy
/ Križman Pavlović, Danijela ; Benazić, Dragan - Pula : Hrvatska udruga za marketing (CROMAR), 2011, 59-61
Skup
2nd CROMAR Congress: Marketing Challenges in New Economy
Mjesto i datum
Pula, Hrvatska, 06.10.2011. - 08.10.2011
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Advertising; Hofstedes masculinity dimension; Gender stereotyping; Consumers perception
Sažetak
Successful advertising conveys dominant and accepted values of a certain country, culture or group of people. By using values characteristic of a specific segment, the likelihood of creating a successful advertisement increases, which is why stereotypes that exist in a society have a very big influence on advertising content and style. One of the most discussed types of stereotyping is gender stereotyping. Since a culture greatly affects the way gender roles are defined and since most of the conducted research in this area comes from the western world, this study was aimed at exploring the way gender roles are perceived in Croatia. The main goal of the study was to get insight into the way Croatian consumers perceive advertising stereotypes. The theoretical framework was based on Hofstede’s masculinity dimension according to which Croatia is a conservative country with traditional values. Through the research it came out that respondents recognized various elements of gender stereotyping such as age, work roles, objectification and the gender of the voice-over. In most cases female respondents recognized gender roles in advertising as negative and stated negative attitudes towards them. On the other hand male respondents recognized mentioned stereotypes but were mainly indifferent to them.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
