Document Type

Article

Publication Date

2016

Publication Title

Advances in Consumer Research

Volume

44

Pages

236-240

Publisher Name

Association for Consumer Research

Abstract

This paper uses institutional theory to examine how advertising professionals resist the use of gender stereotypical messages in advertising. Through in-depth interviews, we examine how advertising executives across the U.S., UK, and Turkey conceptualize gendered messages and the strategies used to resist these practices within their institutions.

Comments

Author Posting. © Association for Consumer Research 2016. This article is posted here by permission of the ACR for personal use, not for redistribution. The article was published in Advances in Consumer Research, vol. 44, 2016, http://acrwebsite.org/volumes/1021975/volumes/v44/NA-44

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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Business Commons

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