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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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