Document Type

Honors Capstone Project

Date of Submission

Spring 5-1-2011

Capstone Advisor

Dr. Bradley Gorham

Honors Reader

Dr. Jong-Hyuok Jung

Capstone Major

Advertising

Capstone College

Public Communications

Audio/Visual Component

no

Capstone Prize Winner

no

Won Capstone Funding

no

Honors Categories

Professional

Subject Categories

Community Psychology | Industrial and Organizational Psychology | Psychology | Social Psychology

Abstract

The advertising industry since its inception has been saturated with male views and opinions, consequently manifesting in the sexual objectification of women. However, with more career opportunities for women in recent years, more women are choosing to engage in non-traditional careers, such as the fields of advertising and marketing. Yet, despite the growing female population within the advertising industry, the content of advertising still continues to be filled with gender stereotypes. To understand how female advertisers negotiate their gender role and their role as a media producer, I surveyed female advertising students of S.I. Newhouse School of Public Communications (N=100) to examine the interaction amongst items, such as media consumption, gender identification, sex role ideology and behavior, general self-efficacy, and their attitudes toward the advertising industry.

Findings based on the 63 female advertising students who fully completed the online survey demonstrate that for the majority of them, being a woman is a very important aspect of their identity (n=50, 76.9%). Furthermore, female advertising students lean toward a moderate profeminist stance with egalitarian attitudes toward the female gender roles. However, their strong gender identification does not have a significant interaction with their attitudes toward the advertising industry. They understand that the media does have an impact on how they feel about themselves, but they overall are not able to perceive their potential parcitipation in a medium that persists to objectify their gender. Thus, the importance of this study is that since gender does not bear a significant role in how females advertise, there is a great need to teach future advertising professionals to recognize their power role as media producers and to value creating inclusive, diverse perspectives in the media.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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