Wolin, Lori D. 2003. "Gender Issues in Advertising--An Oversight Synthesis of Research: 1970-2002." Journal of Advertising Research 43, no. 1: 111-129.
This article delves into advertising research performed over a thirty-two year span. Lori Wolin discusses the gender issues found in advertising, focusing on topics such as gender brand positioning, gender differences among responses to advertising, and gender role stereotyping. Her analysis leads her to the conclusion that advertisement stereotyping has decreased and realism has improved. She also discovered differences between the ways in which males and females process advertisements.
The article encompasses so many studies that could serve as a basis for my own research into televised advertisements. Wolin gives an in depth, easy to follow, analysis of gender issues found in the various advertising mediums. I also appreciate her use of tables. They serve as an organized summary of studies performed over the years. She included information such as the name, subject content, and findings of numerous research studies, dividing these studies by type and method of analysis.
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