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Communication Commons™

Open Access. Powered by Scholars. Published by Universities.®

Mass Communication

2010

Gender

Articles 1 - 2 of 2

Full-Text Articles in Communication

Consumer Responses To Stereotypical Vs. Non-Stereotypical Depictions Of Women In Travel Advertising, Jessica Eran Mcdonald May 2010

Consumer Responses To Stereotypical Vs. Non-Stereotypical Depictions Of Women In Travel Advertising, Jessica Eran Mcdonald

USF Tampa Graduate Theses and Dissertations

Women are active travel consumers, yet travel advertising notoriously depicts women stereotypically. If consumers react negatively to these stereotypical portrayals in advertising, they may disregard the ad or brand and purchase a different travel product. The purpose of this study is to determine if consumers react differently to stereotypical versus non-stereotypical depictions of women in travel advertising. The study will examine these reactions, by measuring attitude toward the ad, attitude toward the brand, purchase intention, and cognitive responses to carefully prepared advertisements that are characterized as ―stereotypical‖ or ―non-stereotypical.‖ Ads are defined as stereotypical by utilizing Goffman‘s (1979) framework for …

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Audience Interpretations Of "Crash", Debbie Owens Dec 2009

Audience Interpretations Of "Crash", Debbie Owens

Debbie Owens

As audience members make sense of media texts, they construct interpretations based on their individual perspectives. The film Crash portrays many instances that allowed for sustained audience discourse about culture and ethnicity, gender, and race and racism. The author analyses audiences' reactions to and interpretations of the 2005 Academy Award winning film.

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