Resistance to Gender Stereotyping in Advertising Institutions

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.



Citation:

Linda Tuncay Zayer, Catherine Coleman, and Ozlem Hesapci (2016) ,"Resistance to Gender Stereotyping in Advertising Institutions", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 236-240.

Authors

Linda Tuncay Zayer, Loyola University Chicago, USA
Catherine Coleman, Texas Christian University, USA
Ozlem Hesapci, Bogazici University, Turkey



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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