Actitudes hacia los roles de género en la publicidadEfectos sobre la imagen de empresa y la intención de compra

Abstract

The changing role of gender has been studied from the perspective of several fields of knowledge. In advertising in particular the international literature has shown great interest in two directions: describing the reflection in advertising of the roles of both genders; and evaluating their effects on attitudes towards the products advertised and the advertisers. and their consequences for buying intentions. Both approaches are reviewed in this study as support for various hypotheses, which on testing show that individual believe that advertising is offensive and presents stereotyped roles, mainly female ones, and that women are more critical. All this generates negative, effects on the image of the product and/or the advertiser, and to a lesser extent repercussions on buying intentions. A cluster analysis shows the existence of two groups of similar size with different attitudes towards the use of stereotyped roles in advertising. Various explanations and implications for advertising management are suggested on the basis of the data obtained