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dc.contributor.author
Hasioti, Vasiliki
en
dc.date.accessioned
2015-06-30T07:57:43Z
dc.date.available
2015-09-27T05:57:47Z
dc.date.issued
2015-06-30
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/589
dc.rights
Default License
dc.title
The impact of inappropriate female role depictions in print advertisements
en
heal.type
masterThesis
heal.keywordURI.LCSH
advertising
heal.keywordURI.LCSH
sexism
heal.keywordURI.LCSH
humour
heal.keywordURI.LCSH
attitude
heal.keywordURI.LCSH
purchase intention
heal.language
en
heal.access
free
el
heal.license
http://creativecommons.org/licenses/by-nc/4.0
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Management
heal.publicationDate
2014-12
heal.bibliographicCitation
Hasioti Vasiliki ,2014, The impact of inappropriate female role depictions in print advertisements, Master's Dissertation, International Hellenic University
en
heal.abstract
This dissertation was written as part of the MSc in Management at the International Hellenic University. A research is conducted with a view to understand whether female disparaging ads affect consumers’ perceptions towards the advertised brands. A number of hypotheses is developed and tested with a between subjects experimental design on online random sample. The findings illustrated that women perceive the ads as more offensive than their males counterparts but their attitudes and purchase intentions towards advertised brands are not negatively affected. This result indicated that respondents carry stereotypical views suggesting that Greece is either a patriarchal society or that people are no longer influenced by the content of ads. Overall, humour does not manage to influence positively consumers challenging the general belief that humour can alleviate the negative impact of female-disparagement to respondents
el
heal.tableOfContents
ABSTRACT .................................................................................................................... II ACKNOWLEDGEMENTS ................................................................................................ II CONTENTS .................................................................................................................. III LIST OF TABLES............................................................................................................. 1 LIST OF FIGURES ........................................................................................................... 2 CHAPTER 1 INTRODUCTION ......................................................................................... 3 1.1 INTRODUCTION ...................................................................................................... 3 1.2 FEMALE DISPARAGED ADS......................................................................................... 4 1.3 STATEMENT OF THE PROBLEM ................................................................................... 5 1.4 IMPORTANCE OF THE STUDY ...................................................................................... 6 1.5 RESEARCH AIM/OBJECTIVES AND CONTRIBUTION ............................................................ 7 1.6 CHAPTER SUMMARY ............................................................................................... 8 CHAPTER 2 LITERATURE REVIEW ................................................................................. 9 2.1 INTRODUCTION ...................................................................................................... 9 2.2 THE EVOLUTION OF FEMALE IMAGE IN ADVERTISING ........................................................ 9 2.3 THE HUMOUR EFFECT IN GENDER-ROLE ADVERTISING .................................................... 11 2.4 STEREOTYPICAL GENDER ROLE ADVERTISEMENTS: THE UNDERESTIMATION OF FEMALE GENDER AS A VEHICLE FOR ATTRACTING THE ATTENTION OF THE AUDIENCE .............................................. 15 2.5 BENEVOLENT AND HOSTILE SEXISM IN ADVERTISING ...................................................... 18 2.6 CHAPTER SUMMARY ............................................................................................. 22 CHAPTER 3 RESEARCH METHODOLOGY ..................................................................... 23 3.1 INTRODUCTION .................................................................................................... 23 3.2 PRE-TESTING....................................................................................................... 23 3.3 RESEARCH DESIGN ................................................................................................ 25 3.4 CHAPTER SUMMARY ............................................................................................. 29 CHAPTER 4 DATA ANALYSIS ....................................................................................... 30 4.1 INTRODUCTION .................................................................................................... 30 -iv- 4.2 VALIDATION ANALYSIS OF THE VARIABLES ................................................................... 30 4.3 VALIDATED INDEPENDENT VARIABLES ........................................................................ 31 4.4 RESEARCH HYPOTHESES TESTING .............................................................................. 34 4.5 ANALYSIS OF HUMOUR, SEXISM, OFFENSIVENESS AND GENDER VARIABLES .......................... 40 4.6 MULTIPLE COMPARISONS ....................................................................................... 43 4.7 CONCLUSIONS ..................................................................................................... 46 CHAPTER 5 DISCUSSION AND CONCLUSIONS ............................................................ 47 5.1 INTRODUCTION .................................................................................................... 47 5.2 KEY FINDINGS ..................................................................................................... 47 5.3 CONCLUSIONS ..................................................................................................... 51 CHAPTER 6 MANAGERIAL IMPLICATIONS, LIMITATIONS AND SUGGESTIONS FOR FURTHER RESEARCH .................................................................................................. 52 6.1 INTRODUCTION .................................................................................................... 52 6.2 MANAGERIAL IMPLICATIONS ................................................................................... 52 6.3 LIMITATIONS OF THE STUDY .................................................................................... 53 6.4 SUGGESTIONS FOR FURTHER RESEARCH ...................................................................... 53 6.5 CONCLUSIONS ..................................................................................................... 54 APPENDICES ............................................................................................................... 55 BIBLIOGRAPHY ......................................................................................................... 108
en
heal.advisorName
Grougiou, Vassiliki
en
heal.committeeMemberName
Balabanis, George
en
heal.committeeMemberName
Kyrgidou, Lida
en
heal.committeeMemberName
Grougiou, Vassiliki
en
heal.academicPublisher
School Of Economics & Bussiness Administration ,M. Sc. In Management
en
heal.academicPublisherID
ihu
heal.numberOfPages
127
heal.fullTextAvailability
false


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