Gender identity and the consumption of visual images in television advertising

  title={Gender identity and the consumption of visual images in television advertising},
  author={Margaret Kathleen Hogg and Jade Garrow},
In this paper we challenge the tendency to treat gender as a unitary theoretical construct; and argue for a more differentiated view of how the psychological aspects of gender influence the consumption of advertising. In a small-scale exploratory study we examine the potential impact of gender identity within consumers’ self-schemas on their consumption of advertising. Bem’s Sex Role Inventory was administered to twenty-five young adults who then watched video clips of two television… CONTINUE READING

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