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Visual gender stereotypes in advertising. An experimental study on the effectiveness of implicit stereotypes in print advertisements Visual gender stereotypes in advertising. An experimental study on the effectiveness of implicit stereotypes in print advertisements In the 20th century, women became more powerful and climbed into professional and managerial jobs. These changes incited equality between men and women. This (r)evolution is also reflected in advertisements as various studies show that gender stereotyping (i.e., male dominance and female subordination) in advertisements has decreased. However, although women are no longer simply and solely depicted in the private sphere and in housewife roles, subtle and implicit gender stereotypes in advertisements are still common. The current study therefore explores the affective (ad-likeability) reactions of average consumers to those implicit gender stereotypes. In particular, an experimental study with 315 participants shows that people do not differ consistently in their preferences for either an implicitly a-stereotypical or stereotypical portrayal. Moreover, no gender nor age-related differences were found in preferences for stereotypical versus a-stereotypical gender stereotypes.

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Men and Women in Contemporary Kalmykia: Traditional Gender Stereotypes and Reality

Inner Asia ◽

10.1163/146481701793647741 ◽

2001 ◽

Vol 3 (1) ◽

pp. 61-69

Author(s):

M. L. Butovskaya ◽

E. B. Guchinova

Keyword(s):

20Th Century ◽

Gender Stereotypes ◽

Social Life ◽

Field Data ◽

Gender Norms ◽

Division Of Labour ◽

Soviet Regime ◽

Work Patterns ◽

Men And Women ◽

And Gender

AbstractKalmyk social life has been transformed over the 20th century, and this article documents changes specifically in the sexual division of labour and gender relations. Previous social norms (which differed from widely-held suppositions aboutmale dominance in all spheres of life)were drastically altered by the Soviet regime, changing work patterns and living conditions for both sexes. The article focuses mainly on Post-Socialist transformations, which are discussed through analysis of field-data concerning Kalmyk children. It was found that there are significant differences between the play activities of boys and girls, the gender norms they uphold, and the actual patterns of relations between men and women found among adults. The gender norms children uphold in speech are stereotyped and more ‘conservative’ than either their own behaviour or that of their parents. Nevertheless, observation of boys and girls at play showed definite differences in aggressiveness and responsiveness, the types of games preferred, and patterns of inter-relations among / between the sexes, and the article concludes that human behavioural universals may be evident here.

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Gender identities in e-shop perfume descriptions

Topics in Linguistics ◽

10.2478/topling-2021-0005 ◽

2021 ◽

Vol 22 (1) ◽

pp. 63-77

Author(s):

Katarína Nemčoková ◽

Zdena Kráľová ◽

Aneta Holíková ◽

Daniel P. Sampey

Keyword(s):

Discourse Analysis ◽

Gender Stereotypes ◽

Gender Stereotyping ◽

Verbal Description ◽

Primary Research ◽

Men And Women ◽

Male And Female ◽

Olfactory Experience ◽

Point Of Purchase ◽

Males And Females

Abstract Perfume descriptions serve as an important persuasive tool in fragrance advertising. Scents traditionally elude clear verbal description, yet perfumes are nowadays frequently sold online, with no direct olfactory experience on the part of the consumer at the point of purchase. The products are thus often represented by metaphorical means depicting a desirable experience or portraying attractive identities of wearers, including stereotypical images of men and women. This article analyses 80 e-shop fragrance descriptions equally divided among adverts targeted at males and females. The sample texts were collected randomly from British and American e-shops, with the primary research objective to determine how male and female identities are reflected in these descriptions. The method of discourse analysis was applied and the AntConc 3.4.4 toolkit was used to calculate the frequency of words and their collocations. It was found that current female perfume descriptions on e-shops generally suppress gender stereotypes quite successfully, while gender stereotyping is more prominent in male perfume descriptions. The possible causes as well as ramifications of this disparity are also discussed.

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Toys, Sociocognitive Traits, and Occupations: Italian Children's Endorsement of Gender Stereotypes

Psychological Reports ◽

10.2466/pr0.100.4.1298-1311 ◽

2007 ◽

Vol 100 (3_suppl) ◽

pp. 1298-1311 ◽

Cited By ~ 5

Author(s):

Maria Elvira De Caroli ◽

Elisabetta Sagone

Keyword(s):

Gender Stereotypes ◽

Gender Stereotyping ◽

Verbal Aggressiveness ◽

Female Model ◽

Age Related ◽

Main Effect ◽

Aesthetic Aspect ◽

Male Model ◽

Italian Children ◽

Age And Sex

In a sample of 136 Italian children ages 8 to 12 years ( M = 9.6, SD = 1.2; 68 boys, 68 girls), gender stereotypes related to gender-typed toys, traits, and occupational choices were examined, using the forced-choice technique between a male and a female silhouette. Stereotypy was established considering boys' and girls' choices for the 70%–l00% range. Differences in gender stereotyping for age and sex of participants were verified. Analysis indicated children attributed toys prevalently connected with aesthetic aspect and domestic activities to the female silhouette, while technology, warfare, locomotion, and construction toys were attributed to the male. Children attributed physical and verbal aggressiveness and dominance to the male silhouette; the female profile was exclusively characterized by sweetness. The occupational stereotypical male model was structured in both practical-manual activities and of highly cultural and specialist relevance, while for the female model the number of activities, mainly of a domestic type, were reduced. Significant main effect of sex of children was found, but no significant age-related differences in the three domains. Results were discussed within the framework of gender-stereotype theories.

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Age- and sex-related bone uptake of Tc-99m-HDP measured by whole-body bone scanning

Nuklearmedizin ◽

10.1055/s-0038-1632258 ◽

2000 ◽

Vol 39 (05) ◽

pp. 127-132 ◽

Cited By ~ 2

Author(s):

Nicole Sieweke ◽

K. H. Bohuslavizki ◽

W. U. Kampen ◽

M. Zuhayra ◽

M. Clausen ◽

...

Keyword(s):

Whole Body ◽

Bone Lesions ◽

Men And Women ◽

Bone Uptake ◽

Normal Bone ◽

Age Related ◽

Number Of Patients ◽

Wide Range ◽

Bone Scans ◽

Body Bone

Summary Aim of this study was to validate a recently introduced new and easy-to-perform method for quantifying bone uptake of Tc-99m-labelled diphosphonate in a routine clinical setting and to establish a normal data base for bone uptake depending on age and gender. Methods: In 49 women (14-79 years) and 47 men (6-89 years) with normal bone scans as well as in 49 women (33-81 years) and 37 men (27-88 years) with metastatic bone disease whole-body bone scans were acquired at 3 min and 3-4 hours p.i. to calculate bone uptake after correction for both urinary excretion and soft tissue retention. Results: Bone uptake values of various age-related subgroups showed no significant differences between men and women (p >0.05 ). Furthermore, no differences could be proven between age-matched subgroups of normals and patients with less than 10 metastatic bone lesions, while patients with wide-spread bone metastases revealed significantly increased uptake values. In both men and women highest bone uptake was obtained (p <0.05 ) in subjects younger than 20 years with active epiphyseal growth plates. In men, bone uptake slowly decreased with age up to 60 years and then showed a tendency towards increasing uptake values. In women, the mean uptake reached a minimun in the decade 20-29 years and then slowly increased with a positive linear correlation of age and uptake in subjects older than 55 years (r = 0.57). Conclusion: Since the results proposed in this study are in good agreement with data from literature, the new method used for quantification could be validated in a large number of patients. Furthermore, age- and sexrelated normal bone uptake values of Tc-99m-HDP covering a wide range of age could be presented for this method as a basis for further studies on bone uptake.

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When Interdependence Shapes Social Perception: Cooperation and Competition Moderate Implicit Gender Stereotyping

The Spanish Journal of Psychology ◽

10.1017/sjp.2013.96 ◽

2013 ◽

Vol 16 ◽

Author(s):

Soledad de Lemus ◽

Marcin Bukowski

Keyword(s):

Gender Stereotypes ◽

Person Perception ◽

Compensation Effect ◽

Gender Stereotyping ◽

Mathematical Abilities ◽

Content Model ◽

Stereotype Content ◽

Competition Condition ◽

Relative Activation ◽

High Competence

AbstractWe examined the influence of interdependence goals on the accessibility of implicit gender stereotypical associations. Participants were asked to cooperate with or compete against a woman on a mathematical abilities task and subsequently the relative activation of positive and negative warmth and competence traits was measured using a primed categorization task. Results showed that female primes (vs. male primes) facilitated the activation of low warmth and high competence in the competition condition, whereas high warmth was activated in the cooperation condition and no differences were found for competence traits. These results are discussed referring to the stereotype content model and the compensation effect in person perception. The goal dependent nature of implicit gender stereotypes is emphasized.

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Intersecting race and gender stereotypes: Implications for group-level attitudes

Group Processes & Intergroup Relations ◽

10.1177/1368430217706742 ◽

2017 ◽

Vol 21 (8) ◽

pp. 1172-1184 ◽

Cited By ~ 3

Author(s):

Curtis E. Phills ◽

Amanda Williams ◽

Jennifer M. Wolff ◽

Ashley Smith ◽

Rachel Arnold ◽

...

Keyword(s):

Black Men ◽

Gender Stereotypes ◽

South Asians ◽

The United States ◽

Men And Women ◽

Race And Gender ◽

The United Kingdom ◽

Minority Men ◽

And Gender ◽

The Relationship

Two studies examined the relationship between explicit stereotyping and prejudice by investigating how stereotyping of minority men and women may be differentially related to prejudice. Based on research and theory related to the intersectional invisibility hypothesis (Purdie-Vaughns & Eibach, 2008), we hypothesized that stereotyping of minority men would be more strongly related to prejudice than stereotyping of minority women. Supporting our hypothesis, in both the United Kingdom (Study 1) and the United States (Study 2), when stereotyping of Black men and women were entered into the same regression model, only stereotyping of Black men predicted prejudice. Results were inconsistent in regard to South Asians and East Asians. Results are discussed in terms of the intersectional invisibility hypothesis (Purdie-Vaughns & Eibach, 2008) and the gendered nature of the relationship between stereotyping and attitudes.

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Hidden Fissures and Epidemics in Plain Sight: The Common Paths of Syphilis and HIV in Russia

Philosophical Literary Journal Logos ◽

10.22394/0869-5377-2021-1-113-138 ◽

2021 ◽

Vol 31 (1) ◽

pp. 113-142

Keyword(s):

20Th Century ◽

Contemporary Culture ◽

Historical Sources ◽

Men And Women ◽

Early 21St Century ◽

Women Living With Hiv ◽

The Social ◽

Gender Based ◽

Closed Door ◽

Social And Cultural Factors

The paper examines and compares two epidemics in Russia: syphilis in the first quarter of 20th century and HIV in the early 21st century. The author considers both epidemics from the standpoint of the social sciences by applying the concept of vulnerability to underline the social and cultural factors that cause one social group to be more susceptible to a disease than another. The article focuses on gender-based vulnerability and maintains that both epidemics follow a single, structurally similar scenario. The author shows that the vulnerability of women during both the syphilis and HIV epidemics depends upon the clear continuity in the way gender roles and expectations and the relationships between men and women were structured during the early days of the USSR and in present-day Russia. The article analyzes how stigma arises and how in both eras inequality of power and expectations for men and women formed the main channel for transmission of disease. The paths along which modern epidemics spread have been mostly inherited from the epidemics of past centuries, and in particular the HIV epidemic is following a pattern derived from the syphilis epidemic. More precisely, the current epidemics exploit the same vulnerability of certain groups, vulnerability rooted in the past and still manifest in the norms and relations in contemporary culture and society where one group is much more exposed than the other. The article relies on historical sources, in particular Lev Friedland"s book Behind a Closed Door: Observations of a Venereologist published in 1927, for its account of the syphilis epidemic in the early 20th century and on the author"s own research into the experience of women living with HIV in contemporary Russia.

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Women and Men: 1760–1960

10.1093/oxfordhb/9780199237395.013.0004 ◽

2012 ◽

Author(s):

Ann Goldberg

Keyword(s):

Civil Society ◽

Nuclear Family ◽

Private Sphere ◽

German History ◽

Daily Lives ◽

Men And Women ◽

Separate Spheres ◽

The One ◽

Over Time ◽

The Welfare State

This article is about the power of a norm and its mutation over time: the gender role division of the private nuclear family composed of a male provider and protector, and his dependent children and homemaker wife. Those roles corresponded to rigid distinctions that were made between a male public world of work, money, and politics, on the one hand, and a female private sphere of reproduction and nurturance, on the other. These were prescribed ideals of gender. However, as such, the ideals have had tremendous power, shaping personal identity and the daily lives of men and women, as well as influencing the development of the state, civil society, politics, and the economy, according to a vast and growing scholarship. This article highlights the powerful role played by the norm of separate spheres over two centuries of German history along with the development of civil society and the welfare state.

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Processing gender stereotypes in dementia patients and older healthy adults: a self-paced reading study

Linguistics Vanguard ◽

10.1515/lingvan-2018-0029 ◽

2019 ◽

Vol 5 (s2) ◽

Cited By ~ 1

Author(s):

Daniel Müller-Feldmeth ◽

Katharina Ahnefeld ◽

Adriana Hanulíková

Keyword(s):

Older Adults ◽

Young Adults ◽

Sentence Processing ◽

Gender Stereotypes ◽

Time Course ◽

Healthy Adults ◽

Control Group ◽

Healthy Older Adults ◽

Dementia Patients ◽

Age Related

AbstractWe used self-paced reading to examine whether stereotypical associations of verbs with women or men as prototypical agents (e.g. the craftsman knits a sweater) are activated during sentence processing in dementia patients and healthy older adults. Effects of stereotypical knowledge on language processing have frequently been observed in young adults, but little is known about age-related changes in the activation and integration of stereotypical information. While syntactic processing may remain intact, semantic capacities are often affected in dementia. Since inferences based on gender stereotypes draw on social and world knowledge, access to stereotype information may also be affected in dementia patients. Results from dementia patients (n = 9, average age 86.6) and healthy older adults (n = 14, average age 79.5) showed slower reading times and less accuracy in comprehension scores for dementia patients compared to the control group. While activation of stereotypical associations of verbs was visible in both groups, they differed with respect to the time-course of processing. The effect of stereotypes on comprehension accuracy was visible for healthy adults only. The evidence from reading times suggests that older adults with and without dementia engage stereotypical inferences during reading, which is in line with research on young adults.

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