Thomas W. Whipple

Female Role Portrayals in Advertising and Communication Effectiveness: A Review

Abstract Research studies concerning model gender-product interactions, female role setting depictions, and degree of liberatedness are reviewed and discussed. The communication effectiveness of role portrayals is found to be a function of model gender-product congruence, appropriate role setting, and liberatedness and realism of the portrayal. Implications for research and advertising practice are described.

How Men and Women Judge Humor Advertising Guidelines for Action and Research

Abstract Despite the increasing attention being paid to the differences between male and female responses to advertising, gender differences in humor appreciation have so far been almost neglected. A body of psychological and related research shows that men and women vary considerably in their appreciation of hostile, sexual, and nonsensical humor, and that these differences are likely to be significant to advertisers. This paper reviews the relevant research and develops practical guidelines for the use of humor in advertising. Research design and measurement criteria are suggested for conducting needed advertising studies on gender differences in humor appreciation.

Consideration of context differences in product evaluation and market segmentation

A product evaluation and market segmentation research process is proposed which incorporates iterative, sequential studies and uses multi-measures and multi-methods of analysis. Market structure analysis is positioned within this process such that product positioning, product-space segmentation and attitude modeling are conducted as alternative analytical approaches. At each step in the research process, specific consideration is given to the various product use contexts. The corroborative findings from the analyses show that ideal beverages and important product attributes differ with the use situation. At least half of the use context results differ substantially from those in which context-specific analysis is ignored.

Is industrial advertising sexist

Abstract Industrial advertising has been heavily criticized for its sexist portrayal of women. This article reports the results of an analysis of nearly 5,000 advertisements which show an improving depiction of women. The incidence of sexist industrial advertising is declining.