Ads aimed at dads

Exploring consumers’ reactions towards advertising that conforms and challenges traditional gender role ideologies

Stacey Baxter, Alicia Kulczynski, Jasmina Ilicic

Research output: Contribution to journalArticleResearchpeer-review

5 Citations (Scopus)

Abstract

Employing gender role ideology theory, this research investigates Australian consumer attitudes towards current advertisements portraying males as caregivers. Results of an experiment demonstrate that consumers perceive in-ad gender role portrayals of males as caregivers as atypical of the current advertising environment. Consumers who, in particular, hold a non-traditional (egalitarian) gender role ideology report a more positive attitude towards advertising that challenges traditional gender role ideologies (i.e., advertising that depicts males as caregivers). We suggest that non-traditional advertising that challenges traditional gender roles provides advertisers with an opportunity to stand out; however, advertisers must ensure that their key product-related message components are not overshadowed.

Original languageEnglish
Pages (from-to)970-982
Number of pages13
JournalInternational Journal of Advertising
Volume35
Issue number6
DOIs
Publication statusPublished - 1 Jan 2016

Keywords

  • Advertising
  • Experiment
  • Gender role ideology
  • Male caregivers

Cite this

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Ads aimed at dads : Exploring consumers’ reactions towards advertising that conforms and challenges traditional gender role ideologies. / Baxter, Stacey; Kulczynski, Alicia; Ilicic, Jasmina.

In: International Journal of Advertising, Vol. 35, No. 6, 01.01.2016, p. 970-982.

Research output: Contribution to journalArticleResearchpeer-review

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