Gender Roles and Humor in Advertising

Figures: (Martin Eisend)

They show that the way male and female are stereotyped in advertisements is affected by humor, traditional women are more predominant towards non-humorous ads on the other side traditional men dominant in humorous ads. Concerning the impact of all these stereotypes, humour enhance customer perception, especially when non-traditional stereotyping is used instead of traditional stereotyping. Moreover, women are more influenced by humor in stereotype in advertisements as compared to men. Women rate gender depictions in humour ads as more positive and plausible than it is in non-humorous ads, especially while non-traditional stereotyping is used rather than traditional stereotypes. Such findings highlight the importance for masculinity and femininity and humour study in adverts, as well as experts looking to improve the potency of stereotype-based advertisements. Gender stereotypes are often used to advertise things in marketing. Since 1950s, gender norms  generalization seems to have been a popular issue inside the marketing literature (Venkatesan and Losco 1975).

Gender Stereotypes are reliance that aspects which separate men and women according to their profession and duties (Ashmore and Del Boca 1981). Stereotype make useful concepts in daily routine but sometimes it also creates misunderstanding between men and women. For example, in circumstances where potential employee assessments are mainly based on Stereotypes, men are preferred more over women for job that men have traditionally performed (Tosi and Einbender 1985). Gender Stereotype create negative views about females.

Humor arises when things are happening to be regular even when something goes badly that defies our preconceptions (Veatch 1998). Those certain aspirations are frequently coming to integrating standards (Speck 1987). Humor takes place once it distinguishes with anticipations whilst also disobeying cultural standards and via unconventional stereotypical depictions. Nonconventional caricatured representations indicate modifications in particular ways; for example, men could be shown in household responsibilities conducting housework, so although women are being shown in self sufficient duties (Scharrer et al. 2006).

 Martin Eisend (2022). Retrieved 3 June 2022, from https://www.researchgate.net/publication/265550864_Gender_Roles_and_Humor_in_Advertising_The_Occurrence_of_Stereotyping_in_Humorous_and_Non-humorous_Advertising_and_Its_Consequences_for_Advertising_Effectivenes. 

Martin Eisend, Julia Plagemann and Julia Sollwedel (2022). Retrieved 3 June 2022, from https://www.jstor.org/stable/24749844.