Gender roles and humor in advertising: The occurrence of stereotyping in humorous and nonhumorous advertising and its consequences for advertising effectiveness

Journal of Advertising

Volumn 43, Issue 3, 2014, Pages 256-273

  Eisend, Martin ^a   Plagemann, Julia ^a   Sollwedel, Julia ^a  

^a EUROPEAN UNIVERSITY VIADRINA   (Germany)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84906066513     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.2013.857621     Document Type: Article

References (64)

1. Alden, Dana L., Ashesh Mukherjee, and Wayne D. Hoyer (2000), "The Effects of Incongruity, Surprise, and Positive Moderators on Perceived Humor in Television Advertising, " Journal of Advertising, 24 (2), 1-15.
2. Ashmore, Richard D., and Frances K. Del Boca (1981), "Conceptual Approaches to Stereotypes and Stereotyping, " in Cognitive Processes in Stereotyping and Intergroup Behavior, David L. Hamilton, ed., Hillsdale, NJ: Erlbaum, 1-35.
3. Attardo, Salvatore (1994), Linguistic Theories of Humor, New York: Mouton de Gruyter.
4. Azim, Eiman, Dean Mobbs, Booil Jo, Vinod Menon, and Allan L. Reiss (2005), "Sex Differences in Brain Activation Elicited by Humor, " PNAS, 102 (45), 16496-501.
5. Brescoll, V.L., and E.L. Uhlmann (2005), "Attitudes Toward Traditional and Non-Traditional Parents, " Psychology of Women Quarterly, 29, 436-45.
6. Bressler, Eric R., Rod A. Martin, and Sigal Balshine (2006), "Production and Appreciation of Humor as Sexually Selected Traits, " Evolution and Human Behavior, 27 (2), 121-30.
7. Ceci, Stephen J., Wendy M. Williams, and Susan M. Barnett (2009), "Women's Underrepresentation in Science: Sociocultural and Biological Considerations, " Psychological Bulletin, 135 (2), 218-61.
8. Cline, Thomas W., Moses B. Altsech, and James J. Kellaris (2003), "When Does Humor Enhance or Inhibit Ad Responses?, " Journal of Advertising, 32 (3), 31-45.
9. -, and James J. Kellaris (2007), "The Influence of Humor Strength and Humor-Message Relatedness on Ad Memorability, " Journal of Advertising, 36 (1), 55-67.
10. Courtney, Alice E., and Thomas W. Whipple (1983), Sex Stereotyping in Advertising, Lexington, MA: Lexington Books.
11. Craig, R. Stephen (1992), "The Effect of Television Day Part on Gender Portrayals in Television Commercials: A Content Analysis, " Sex Roles, 26 (5/6), 197-221.
12. Duncan, Calvin P., and James E. Nelson (1985), "Effects of Humor in a Radio Advertising Experiment, " Journal of Advertising, 14 (2), 33-40, 64.
13. Eagly, Alice H., A. Mladanic, and S. Otto (1991), "Are Women Evaluated More Favorably Than Men? An Analysis of Attitudes, Beliefs, and Emotions, " Psychology of Women Quarterly, 15, 203-16.
14. Eisend, Martin (2009), "A Meta-analysis of Humor in Advertising, " Journal of the Academy of Marketing Science, 37 (2), 191-203.
15. -(2010), "A Meta-analysis of Gender Roles in Advertising, " Journal of the Academy of Marketing Science, 38, 418-40.
16. -(2011), "How Humor in Advertising Works: A Meta-analytic Test of Alternative Models, " Marketing Letters, 22 (2), 115-32.
17. European Parliament (2008), "Report on How Marketing and Advertising Affect Equality Between Women and Men, " May 29, http://www.europarl. europa.eu/sides/getDoc.do?type=REPORT&reference=A6-2008-0199&language= EN&mode=XML.
18. Ford, John B., Michael S. LaTour, and Earl D. Honeycutt, Jr. (1997), "An Examination of the Cross-Cultural Female Response to Offensive Sex Role Portrayals in Advertising, " International Marketing Review, 14 (6), 409-23.
19. Furnham, Adrian, and Twiggy Mak (1999), "Sex-Role Stereotyping in Television Commercials: A Review and Comparison of Fourteen Studies Done on Five Continents Over 25 Years, " Sex Roles, 41 (5/6), 413-37.
20. -, and S. Paltzer (2010), "The Portrayal of Men and Women in Television Advertisements: An Updated Review of 30 Studies Published Since 2000, " Scandinavian Journal of Psychology, 51 (3), 216-36.
21. -, and Sarah Spencer-Bowdage (2002), "Sex Role Stereotyping in Television Advertisements: A Content Analysis of Advertisements from South Africa and Great Britain, " Communications, 27 (4), 457-83.
22. Goldsmith, Ronald E., Barbara A. Lafferty, and Stephen J. Newell (2000), "The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands, " Journal of Advertising, 29 (3), 43-54.
23. Groza, Nicoleta, and Jordi Fernandez Cuesta (2011), "Sexist Humour in Advertising: Just a Joke or Marketing Strategy?, " International Journal of Arts and Technology, 4 (1), 61-72.
24. Harris, Peter R., and Jonathan Stobart (1986), "Sex-Role Stereotyping in British Television Advertisements at Different Times of the Day: An Extension and Refinement of Manstead and McCulloch (1981), " British Journal of Social Psychology, 25, 155-64.
25. Hayes, Andrew F., and Klaus Krippendorff (2007), "Answering the Call for a Standard Reliability Measure for Coding Data, " Communication Methods and Measures, 1 (1), 77-89.
26. Hofstede, Geert H. (2001), Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations, 2nd ed., Thousand Oaks, CA: Sage.
27. House, Robert J., Paul J. Hanges, Mansour Javidan, Peter W. Dorfman, and Vipin Gupta (2004), Culture, Leadership, and Organizations. The GLOBE Study of 62 Societies, Thousand Oaks, CA: Sage.
28. Jaffe, L.J., and P.D. Berger (1994), "The Effect of Modern Female Role Portrayals on Advertising Effectiveness, " Journal of Advertising Research, 34 (4), 32-41.
29. Kohn, N., T. Kellermann, R.C. Gur, F. Schneider, and U. Habel (2011), "Gender Differences in the Neural Correlates of Humor Processing: Implications for Different Processing Modes, " Neuropsychologica, 49 (5), 888-97.
30. Li, Norman P., Vladas Griskevicius, Kristina M. Durante, Peter K. Jonason, Derek J. Pasisz, and Katherine Aumer (2009), "An Evolutionary Perspective on Humor: Sexual Selection or Interest Indication?, " Personality and Social Psychology Bulletin, 35 (7), 923-36.
31. Lull, J.T., C.A. Hanson, and M.J. Marx (1977), "Recognition of Female Stereotypes in TV Commercials, " Journalism Quarterly, 54 (Spring), 153-57.
32. Lundstrom, William J., Steven D. White, and Jack A. Chopoorian (1999), "Attitudes of Contemporary European Women toward Sex Role Portrayal, Company Image and Purchase Intention: The French versus U.S. Experience, " Journal of Marketing Management, 15 (6), 485-93.
33. Lysonski, Steven, and Richard W. Pollay (1990), "Advertising Sexism Is Forgiven, But Not Forgotten: Historical, Cross-Cultural, and Individual Differences in Criticism and Purchase Boycott Intentions, " International Journal of Advertising, 9, 317-29.
34. MacKenzie, Scott B., and Richard J. Lutz (1989), "An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context, " Journal of Marketing, 53 (April), 48-56.
35. Madden, Thomas J., and Marc G. Weinberger (1982), "The Effects of Humor on Attention in Magazine Advertising, " Journal of Advertising, 11 (3), 8-14.
36. Manstead, Anthony S.R., and Caroline McCulloch (1981), "Sex-Role Stereotyping in British Television Advertisements, " British Journal of Social Psychology, 20, 171-80.
37. McArthur, Leslie Zebrowitz, and Beth Gabrielle Resko (1975), "The Portrayal of Men and Women in American Television Commercials, " Journal of Social Psychology, 97, 209-20.
38. McGhee, Paul E. (1986), "Humor Across the Life Span: Sources of Developmental Change and Individual Differences, " in Humor and Aging, L. Nahemow, K.A. McCluskey-Fawcett, and Paul E. McGhee, eds., New York: Academic Press, 27-51.
39. Meyers-Levi, Joan, and Durairaj Maheswaran (1991), "Exploring Differences in Males' and Females' Processing Strategies, " Journal of Consumer Research, 18 (1), 63-70.
40. -, and Brian Sternthal (1991), "Gender Differences in the Use of Message Cues, " Journal of Marketing Research, 28 (1), 84-96.
41. Mitchell, Andrew A., and Jerry C. Olson (1981), "Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?, " Journal of Marketing Research, 18 (August), 318-32.
42. Nelson, James E., Calvin P. Duncan, and Nancy T. Frontczak (1985), "The Distraction Hypothesis and Radio Advertising, " Journal of Marketing, 49 (Winter), 60-71.
43. Orth, Ulrich R., and Denisa Holancova (2004), "Men's and Women's Responses to Sex Role Portrayals in Advertisements, " International Journal of Research in Marketing, 21, 77-88.
44. Park, Ji Hoon, Nadine G. Gabbadon, and Ariel R. Chernin (2006), "Naturalizing Racial Differences Through Comedy: Asian, Black, and White Views on Racial Stereotypes in Rush Hour 2, " Journal of Communication, 56, 157-77.
45. Power, J. Gerard, Sheila T. Murphy, and Gail Coover (1996), "Priming Prejudice-How Stereotypes and Counter-Stereotypes Influence Attribution of Responsibility and Credibility among Ingroups and Outgroups, " Human Communication Research, 23 (1), 36-58.
46. Preacher, Kristopher J., Derek D. Rucker, and Andrew F. Hayes (2007), "Addressing Moderated Mediation Hypotheses: Theory, Methods, and Prescriptions, " Multivariate Behavioral Research, 42 (1), 185-227.
47. Ramachandran, V.S. (1998), "The Neurology and Evolution of Humor, Laughter, and Smiling: The False Alarm Theory, " Medical Hypotheses, 51, 351-54.
48. Scharrer, Erica, Daniel Kim, Ke-Ming Lin, and Zixu Liu (2006), "Working Hard or Hardly Working? Gender, Humor, and the Performance of Domestic Chores in Television Commercials, " Mass Communication and Society, 9 (2), 215-38.
49. Speck, Paul Surgi (1987), "On Humor and Humor in Advertising, " doctoral dissertation, Texas Tech University.
50. Tosi, H.L. and S.W. Einbender (1985), "The Effects of the Type and Amount of Information in Sex-Discrimination Research-A Meta-Analysis, " Academy of Management Journal, 28 (3), 712-23.
51. Veatch, Thomas C. (1998), "A Theory of Humor, " Humor: International Journal of Humor Research, 11 (2), 161-215.
52. Venkatesan, M., and Jean Losco (1975), "Women in Magazine Ads: 1959-1971, " Journal of Advertising Research, 15 (5), 49-54.
53. WARC(2007) "Adspend by Country, "http://www.warc.com/ LandingPages/Data/Adspend/AdspendByCountry.asp.
54. Weber, Anke (2012), "Marktanteile der AGF-und Lizenzsender im Tagesdurchschnitt 2011, " http://www.agf.de/daten/zuschauermarkt/ marktanteile.
55. Weinberger, Marc G., and Leland Campbell (1991), "The Use and Impact of Humor in Radio Advertising, " Journal of Advertising Research, 30 (6), 44-52.
56. -, and Charles S. Gulas (1992), "The Impact of Humor in Advertising: A Review, " Journal of Advertising, 21 (4), 35-59.
57. Whipple, Thomas W., and Alice E. Courtney (1980), "How to Portray Women in TV Commercials, " Journal of Advertising Research, 20 (2), 53-59.
58. Whipple T.W.,Alice E.C.and (1981), "How Men and Women Judge Humor: Advertising Guidelines for Action and Research, " Current Issues and Research in Advertising, 4 (1), 43-56.
59. Whipple T.W.,Alice E.C.and (1985), "Female Role Portrayals in Advertising and Communication Effectiveness: A Review, " Journal of Advertising, 14 (3), 4-8, 17.
60. Wolin, Lori D. (2003), "Gender Issues in Advertising-An Oversight of Research: 1970-2002, " Journal of Advertising Research, 43 (1), 111-29.
61. Yilmaz, Cengiz, E. Eser Telci, Muzaffer Bodur, and Tutku Eker Iscioglu (2011), "Source Characteristics and Advertising Effectiveness, " International Journal of Advertising, 30 (5), 889-914.
62. Zawisza, Magdalena, and Marco Cinnirella (2010), "What Matters More-Breaking Tradition or Stereotype Content? Envious and Paternalistic Gender Stereotypes and Advertising Effectiveness, " Journal of Applied Social Psychology, 40 (7), 1767-97.
63. Zhao, Xinshu, John G. Lynch, Jr., and Qimei Chen (2010), "Reconsidering Baron and Kenny: Myths and Truths About Mediation Analysis, " Journal of Consumer Research, 37 (June), 197-206.
64. Zinkhan, George M., and Betsy D. Gelb (1987), "Humor and Advertising Effectiveness Reexamined, " Journal of Advertising, 16 (1), 66-68.