Non‐traditional male gender portrayal as a persuasion tool in advertisingFootnote
We would like to thank Professor Anthony R. Pratkanis, Dr. Patrick Leman, and two anonymous reviewers for their insightful and useful comments on the manuscript.

Magdalena Zawisza University of Winchester, UKCorrespondence[email protected]

Marco Cinnirella Royal Holloway, University of London, UK

Anna Maria Zawadzka University of Gdansk, Poland

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Neema Varghese & Navin Kumar. (2022) Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies 22:2, pages 441-459.
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Eirini Tsichla & Yorgos Zotos. (2016) Gender portrayals revisited: searching for explicit and implicit stereotypes in Cypriot magazine advertisements. International Journal of Advertising 35:6, pages 983-1007.
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Martina Infanger & Sabine Sczesny. (2015) Communion-over-Agency Effects on Advertising Effectiveness. International Journal of Advertising 34:2, pages 285-306.
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Fei Teng, Junsheng Hu, Zhansheng Chen, Kai-Tak Poon & Yong Bai. (2020) Sexism and the Effectiveness of Femvertising in China: A Corporate Social Responsibility Perspective. Sex Roles 84:5-6, pages 253-270.
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Klaudia Macias. (2021) Femvertising and Its Perception by Polish Female Consumers. Journal of Marketing and Consumer Behaviour in Emerging Markets 2021:1(12), pages 55-69.
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Magdalena Zawisza & Marco Cinnirella. (2010) What Matters More—Breaking Tradition or Stereotype Content? Envious and Paternalistic Gender Stereotypes and Advertising Effectiveness. Journal of Applied Social Psychology 40:7, pages 1767-1797.
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Non‐traditional male gender portrayal as a persuasion tool in advertisingFootnote
We would like to thank Professor Anthony R. Pratkanis, Dr. Patrick Leman, and two anonymous reviewers for their insightful and useful comments on the manuscript.

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Non‐traditional male gender portrayal as a persuasion tool in advertisingFootnoteWe would like to thank Professor Anthony R. Pratkanis, Dr. Patrick Leman, and two anonymous reviewers for their insightful and useful comments on the manuscript.

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Non‐traditional male gender portrayal as a persuasion tool in advertisingFootnote
We would like to thank Professor Anthony R. Pratkanis, Dr. Patrick Leman, and two anonymous reviewers for their insightful and useful comments on the manuscript.