Resistance to Gender Stereotyping in Advertising Institutions

Linda Tuncay Zayer; Catherine Coleman; Ozlem Hesapci

Resistance to Gender Stereotyping in Advertising Institutions

Linda Tuncay Zayer, Catherine Coleman, Ozlem Hesapci

Quinlan School of Business

Research output: Contribution to journal › Article › peer-review

Abstract

This paper uses institutional theory to examine how advertising professionals resist the use of gender stereotypical messages in advertising. Through in-depth interviews, we examine how advertising executives across the U.S., UK, and Turkey conceptualize gendered messages and the strategies used to resist these practices within their institutions.

Original language	American English
Journal	School of Business: Faculty Publications and Other Works
Volume	44
State	Published - Jan 1 2016

Keywords

Institutional Theory
Advertising Professionals
Gender Stereotyping

Disciplines

Business

Access to Document

Resistance to Gender Stereotyping in Advertising InstitutionsFinal published version, 457 KBLicense: Unspecified

Cite this

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title = "Resistance to Gender Stereotyping in Advertising Institutions",

abstract = " This paper uses institutional theory to examine how advertising professionals resist the use of gender stereotypical messages in advertising. Through in-depth interviews, we examine how advertising executives across the U.S., UK, and Turkey conceptualize gendered messages and the strategies used to resist these practices within their institutions.",

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JO - School of Business: Faculty Publications and Other Works

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Resistance to Gender Stereotyping in Advertising Institutions

Abstract

Keywords

Disciplines

Access to Document

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