Community Psychology Commons^™

Perceptions Of Gender Roles In The Advertising Industry, Cristina Perez Balitaan

Honors Capstone Projects - All

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) …