Antoniou, Alexandros and Akrivos, Dimitris (2020) Gender portrayals in advertising: stereotypes, inclusive marketing and regulation. The Journal of Media Law, 12 (1). pp. 78-115. DOI https://doi.org/10.1080/17577632.2020.1783125
Antoniou, Alexandros and Akrivos, Dimitris (2020) Gender portrayals in advertising: stereotypes, inclusive marketing and regulation. The Journal of Media Law, 12 (1). pp. 78-115. DOI https://doi.org/10.1080/17577632.2020.1783125
Antoniou, Alexandros and Akrivos, Dimitris (2020) Gender portrayals in advertising: stereotypes, inclusive marketing and regulation. The Journal of Media Law, 12 (1). pp. 78-115. DOI https://doi.org/10.1080/17577632.2020.1783125
Abstract
This article evaluates regulatory responses to stereotypical gender portrayals in advertising in the UK before and after the 2019 changes in the Advertising Standards Authority's (ASA) harm and offensiveness framework. It systematises for the first time the ASA's rulings in this territory and brings a new perspective in its modern practice by examining it within Deaux and Lewis’ theoretical framework on the multicomponent structure of gender stereotypes. We argue that the ASA's new rule and guidelines represent a missed opportunity to take bolder steps against ads that objectify or inappropriately sexualise individuals and are not sufficiently attentive to the multi-faceted nature and fluidity of modern gender identities. We conclude by making recommendations for improving the effectiveness and implementation of the ASA's guidance on the depiction of gender stereotypes.
Item Type: | Article |
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Uncontrolled Keywords: | Advertising regulation, ASA, gender stereotypes, harm and offence |
Divisions: | Faculty of Humanities Faculty of Humanities > Essex Law School |
SWORD Depositor: | Unnamed user with email elements@essex.ac.uk |
Depositing User: | Unnamed user with email elements@essex.ac.uk |
Date Deposited: | 18 Jun 2020 14:42 |
Last Modified: | 06 Jan 2022 14:15 |
URI: | http://repository.essex.ac.uk/id/eprint/27925 |
Available files
Filename: a.antoniou-d.akrivos-AM-articleID-RJML 1783125.pdf