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Self-regulation of sex-role stereotyping: Educating the advertising industry

Selbstreguilierung von Geschlechter-Stereotypen: Die Erziehung der Werbewirtschaft

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Abstract

This study indicates that, even though a massive education campaign has been conducted, knowledge about industry standards for self-regulation of sex-role stereotyping among one group of Canadian advertising practitioners is very low. However, the data suggest that awareness and access to industry standards, once achieved, yield a more positive orientation to self-regulation.

Zusammenfassung

Wie diese Studie zeigt, ist unter kanadischen Werbepraktikern die Kenntnis über Branchenstandards für die Selbstregulierung von Geschlechter-Stereotypen bemerkenswert gering, und zwar trotz einer massiven Aufklärungskampagne, die in diesem Land durchgeführt worden ist. Allerdings deuten die Ergebnisse auch darauf hin, da\ einmal erworbene Kenntnisse solcher Standards und der Zugang zu ihnen zu einer stärker positiven Orientierung gegenüber der Selbstregulierung führen.

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Authors and Affiliations

  1. Faculty of Business Administration, Simon Fraser University, V5A 1S6, Burnaby, British Columbia, Canada

    Robert G. Wyckham (Professor of Marketing)

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  1. Robert G. Wyckham
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Wyckham, R.G. Self-regulation of sex-role stereotyping: Educating the advertising industry. J Consum Policy 16, 235–253 (1993). https://doi.org/10.1007/BF01418378

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