Resistance to Gender Stereotyping in Advertising Institutions

Authors

Linda Tuncay Zayer, Loyola University ChicagoFollow
Catherine Coleman, Texas Christian University
Ozlem Hesapci, Bogazici University

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

Recommended Citation

Zayer, Linda Tuncay; Coleman, Catherine; and Hesapci, Ozlem. Resistance to Gender Stereotyping in Advertising Institutions. Advances in Consumer Research, 44, : 236-240, 2016. Retrieved from Loyola eCommons, School of Business: Faculty Publications and Other Works,

Creative Commons License

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

Copyright Statement

© Association for Consumer Research 2016