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Images of Women in Online Advertisements of Global Products: Does Sexism Exist?
Author(s): Emmanuella Plakoyiannaki, Kalliopi Mathioudaki, Pavlos Dimitratos and Yorgos
Zotos
Source: Journal of Business Ethics, Vol. 83, No. 1, Women, Globalisation and Global
Management (Nov., 2008), pp. 101-112
Published by: Springer
Stable URL: http://www.jstor.org/stable/25482356 .
Accessed: 11/01/2014 12:21
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Springer is collaborating with JSTOR to digitize, preserve and extend access to Journal of Business Ethics.
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This content downloaded from 144.37.1.110 on Sat, 11 Jan 2014 12:21:41 PM
All use subject to JSTOR Terms and Conditions
(2008) 83:101-112
Journal of Business Ethics
DOI
10.1007/sl0551-007-9651-6
? Springer
2008
Emmanuella
in Online
Images ofWomen
Advertisements
Sexism
Kalliopi Mathioudaki
of Global
Products:
Does
Research
advertisements
different audience
types. The results indicate that women are generally portrayed in a stereotypical way, supporting the notion that sexism is prevalent in online advertise ments worldwide.
Portrayal of women across web pages female-audience web pages varies considerably, with embracing "decorative" female images; male-audience in web pages promoting polarizing depictions of women or "non-traditional"
"dependent"
roles; and general audience web pages using portrayals of women as house wives or equal to men. Overall, the findings
Author(s): Emmanuella Plakoyiannaki, Kalliopi Mathioudaki, Pavlos Dimitratos and Yorgos
Zotos
Source: Journal of Business Ethics, Vol. 83, No. 1, Women, Globalisation and Global
Management (Nov., 2008), pp. 101-112
Published by: Springer
Stable URL: http://www.jstor.org/stable/25482356 .
Accessed: 11/01/2014 12:21
Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp .
JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org.
.
Springer is collaborating with JSTOR to digitize, preserve and extend access to Journal of Business Ethics.
http://www.jstor.org
This content downloaded from 144.37.1.110 on Sat, 11 Jan 2014 12:21:41 PM
All use subject to JSTOR Terms and Conditions
(2008) 83:101-112
Journal of Business Ethics
DOI
10.1007/sl0551-007-9651-6
? Springer
2008
Emmanuella
in Online
Images ofWomen
Advertisements
Sexism
Kalliopi Mathioudaki
of Global
Products:
Does
Research
advertisements
different audience
types. The results indicate that women are generally portrayed in a stereotypical way, supporting the notion that sexism is prevalent in online advertise ments worldwide.
Portrayal of women across web pages female-audience web pages varies considerably, with embracing "decorative" female images; male-audience in web pages promoting polarizing depictions of women or "non-traditional"
"dependent"
roles; and general audience web pages using portrayals of women as house wives or equal to men. Overall, the findings
References: 1958, 1970, 1972 ', Journal of Marketing