Advertising Professionals’ Perceptions of the Impact of Gender Portrayals on Men and Women: A Question of Ethics?

Abstract

This research investigates advertising professionals’ perceptions of how gender portrayals impact men and women and how these perceptions influence their strategic and creative choices. Two rounds of qualitative data were collected to examine these issues. Findings reveal professionals’ perceptions about women's vulnerability and men's immunity to the negative consequences of advertising, as well as the societal discourses and institutional dynamics that drive their business decisions. The authors detail four themes with regard to professionals’ conceptualizations of the influence of gender portrayals on consumers and the ethical considerations surrounding such images. Theoretical and managerial implications and consumer welfare ramifications are offered.

ACKNOWLEDGMENTS

We are grateful to and thank Michelle Nelson and Patrick Murphy for their helpful comments on drafts of this manuscript, as well as Eileen Fischer for her conceptual guidance. We also thank Loyola University Chicago and Texas Christian University for their support of this research.