Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa

Magdalena Zawisza , Russell Luyt , Anna Zawadzka , Jacek Buczny

Abstract

n/a
Author Magdalena Zawisza
Magdalena Zawisza,,
-
, Russell Luyt
Russell Luyt,,
-
, Anna Zawadzka (FSS / IPsych / DEPOP)
Anna Zawadzka,,
- Division of Economic Psychology and Organizational Psychology
, Jacek Buczny
Jacek Buczny,,
-
Journal seriesJournal of Gender Studies, ISSN 0958-9236, (A 20 pkt)
Issue year2018
Vol27
No4
Pages464-480
Publication size in sheets0.8
Keywords in Englishadvertising, gender attitudes, gender portrayal, gender stereotypes, sex roles, cross-cultural
DOIDOI:10.1080/09589236.2016.1234369
Languageen angielski
Score (nominal)25
ScoreMinisterial score = 20.0, 20-12-2017, ArticleFromJournal
Ministerial score (2013-2016) = 25.0, 20-12-2017, ArticleFromJournal
Publication indicators WoS Impact Factor: 2016 = 0.676 (2) - 2016=1.036 (5)
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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