Is there gender bias when creative directors judge advertising? Name cue effect in ad evaluation
Roca, David (Universitat Autònoma de Barcelona)
González Quesada, Alfonso (Universitat Autònoma de Barcelona)
Tena Parera, Daniel (Universitat Autònoma de Barcelona)
Lázaro Pernias, Patrícia (Universitat Autònoma de Barcelona. Departament de Publicitat, Relacions Públiques i Comunicació Audiovisual)

Data:	2016
Resum:	A lack of women in creative departments has been documented in previous research. These departments are seen as a male fraternity subculture in advertising agencies, where women experience many difficulties in their career progress. One of these drawbacks is gender bias in the selection of ideas' process. Male creative directors are believed to promote ideas created by men within a homosocial environment. This female perception, that emerged from previous qualitative research, is studied experimentally for the first time. Almost 90 advertising creative directors and higher level positions, assessed ads created by students in an advertising university course. In the current study we explore the effects of ad gender authorship. Results revealed an absence of gender bias based on ad name cues, neither the gender of the ad creators nor the creatives affected the evaluations. The findings are discussed and future research is proposed.
Drets:	Tots els drets reservats.
Llengua:	Anglès
Document:	Article ; recerca ; Versió sotmesa a revisió
Matèria:	Gender ; Bias ; Advertising ; Creativity
Publicat a:	International journal of advertising, Vol. 35 Núm. 6 (2016) , p. 1008-1023, ISSN 0265-0487

DOI: 10.1080/02650487.2015.1128868

36 p, 628.1 KB

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Documents de recerca > Documents dels grups de recerca de la UAB > Centres i grups de recerca (producció científica) > Ciències socials i jurídiques > Grup de Recerca en Publicitat i Relacions Públiques (GRP)
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