Gender stereotypes in original digital video advertising
Abstract
This exploratory study looks into gender stereotypes in original digital video advertising as an independent trend in the advertising industry worthy of a new avenue of research. Content analysis is performed on a judgemental sample of 324 original digital videos that have won awards from professional marketers. The results show that there is no statistically significant association between gender and any of the ten studied attributes (mode of...
Paper Details
Title
Gender stereotypes in original digital video advertising
Published Date
Aug 5, 2019
Journal
Volume
29
Issue
4
Pages
403 - 419
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