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Forschungsergebnis (Zeitschriftenartikel)

Martin Eisend, Julia Plagemann, Julia Sollwedel: Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Non-humorous Advertising and Its Consequences for Advertising Effectiveness

Abstract

The advertising literature includes extensive research on the occurrence and effects of gender-role portrayals in advertising. None of these studies has examined the ways in which humor affects depictions and the advertising effectiveness of these portrayals. This article reports the results of content-analytic and experimental studies that investigate the occurrence and
effectiveness of gender stereotyping in humorous and nonhumorous advertising. The findings from these studies are in line with the assumptions of information processing theories. They indicate that the way women and men are stereotyped in advertising is dependent on humor; in particular, traditional male stereotypes are more prevalent in humorous ads, whereas traditional female stereotypes are more prevalent in nonhumorous ads. With respect to the influence of these stereotypes, humor improves consumers’ attitudes, particularly if nontraditional stereotyping is utilized instead of traditional stereotyping. Furthermore, humor in stereotyped advertising influences women more than men. Women evaluate gender portrayals more favorably and as more credible in humorous ads than in nonhumorous ads, particularly when nontraditional stereotyping instead of traditional stereotypes are used. These findings provide implications for gender-role and humor research in advertising and for practitioners who wish to increase the effectiveness of ads that use stereotypes.

Autor Martin Eisend, Julia Plagemann, Julia Sollwedel
Titel des Aufsatzes Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Non-humorous Advertising and Its Consequences for Advertising Effectiveness
Jahr 2014
Zeitschrift Zeitschrift Journal of Advertising
Ausgabe / Nummer 43/3
Ranking B (VHB-Jourqual 2.1 (2011))
Seiten 168-181

Einordnung in die Universitätsstruktur

Fakultät Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Professur für Betriebswirtschaftslehre, insbesondere Marketing

Bibliographische Angabe

Martin Eisend, Julia Plagemann, Julia Sollwedel: Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Non-humorous Advertising and Its Consequences for Advertising Effectiveness. In: Journal of Advertising 43/3, 2014, S. 168-181.