Gender and Advertising: A 50-Year Bibliometric Analysis

Abstract

This study aims to provide a comprehensive overview of the state of research on gender and advertising. For this, a bibliometric review of 2,735 research articles was conducted using performance analysis and science mapping techniques to provide valuable insights into publication trends and their relevance to various topics. Visualization of the network and in-depth bibliometric analysis on publications, authors, countries, references, and keywords were performed using CiteSpace and VOSviewer. The findings show that the scholarly literature on gender and advertising has grown exponentially in the last 50 years, especially since 2010, with triple-digit annual publications. The most prolific author is M. Eisend and the journals with the highest number of publications are Sex Roles, the Journal of Advertising, and the International Journal of Advertising. The topic is highly valued both within its field and across other disciplines, including psychology, education, health, and social sciences (economic, and political). A total of 91 countries have contributed to the literature, with the largest contribution from the United States. Brazil is currently experiencing a citation burst. The active keyword hotspots include mental health, social media, purchase intention, engagement, and portrayals.

Disclosure Statement

The authors declare no potential conflict of interests.

Additional information

Notes on contributors

Gülten Adalı

Gülten Adalı (PhD, Akdeniz University), is an assistant professor, Department of Advertising, Faculty of Communication, Akdeniz University.

Fatma Yardibi

Fatma Yardibi (PhD, Akdeniz University), is a postdoctoral researcher, Department of Electrical and Electronics Engineering, Akdeniz University.

Şükrü Aydın

Şükrü Aydın (PhD, Akdeniz University) is a research assistant, Department of Radio-Television and Cinema, Faculty of Communication, Akdeniz University.

Ayşad Güdekli

Ayşad Güdekli (PhD, Akdeniz University) is an associate professor, Department of Public Relations and Publicity, Faculty of Communication, Akdeniz University.

Emel Aksoy

Emel Aksoy (PhD, Ege University) is an associate professor, Department of Journalism, Faculty of Communication, Akdeniz University.

Sibel Hoştut

Sibel Hoştut (PhD, Akdeniz University) is a professor, Department of Public Relations and Publicity, Faculty of Communication, Akdeniz University.