目次

Introduction: Current research on gender issues in advertising Yorgos Zotos, Stacy Landreth Grau and Charles R. Taylor 1. Gender stereotypes in advertising: a review of current research Stacy Landreth Grau and Yorgos C. Zotos 2. Attitudes toward ads portraying women in decorative roles and female competition: an evolutionary psychology perspective Antigone G. Kyrousi, George G. Panigyrakis and Anastasios P. Panopoulos 3. Do feminists still respond negatively to female nudity in advertising? Investigating the influence of feminist attitudes on reactions to sexual appeals Hojoon Choi, Kyunga Yoo, Tom Reichert and Michael S. LaTour 4. Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general Bruce A. Huhmann and Yam B. Limbu 5. Stereotypical or just typical: how do US practitioners view the role and function of gender stereotypes in advertisements? Kasey Windels 6. A longitudinal analysis of the changing roles of gender in advertising: a content analysis of Super Bowl commercials Leonidas Hatzithomas, Christina Boutsouki and Paschalina Ziamou 7. Is there gender bias when creative directors judge advertising? Name cue effect in ad evaluation David Roca, Daniel Tena, Patrícia Lázaro and Alfons González