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


Author Magdalena Zawisza
Magdalena Zawisza,,
, Russell Luyt
Russell Luyt,,
, Anna Zawadzka ZPEiPO
Anna Zawadzka,,
- Division of Economic Psychology and Organizational Psychology
, Jacek Buczny
Jacek Buczny,,
Journal seriesJournal of Gender Studies, ISSN 0958-9236
Issue year2016
Noonline first
Keywords in Englishadvertising, gender attitudes, gender portrayal, gender stereotypes, sex roles, cross-cultural
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)
Citation count*0
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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.