A man’s territory?─Analysing Automobile Advertisements

Gender in advertising has received extensive scholarly attention. It is among the most researched topics in advertising ethics. Past researchers have investigated various concerns related to gender roles in advertisements. Of particular concern to the present study is the existence of gender stereotype indicating a traditional male dominance in advertisements. 

The general case of generic representation: breeding ground for biases─

Women are generally depicted as homemakers, caretakers of the family and children, cleaner of the house, endorser of beauty products or sex objects. 

Women’s roles are often decorative, recreational, emotional, inconsequential, subservient to men and defined by men. Women are also frequently portrayed as less knowledgeable than men. 

On the other hand, men are mostly depicted as dominant, authoritarian, professional, decision makers and independent. Gender asymmetry is further apparent in the higher frequency of appearance of men and predominant male ad orientation. More often than not, the voice-overs, primary product users, and main characters are also male. 

Automobile advertising and men─

Overrepresentation of men in advertisements is a universal phenomenon. Automobile advertisements have always been oriented toward men. From being extremely informative in the 1950s and 1960s, automobile advertisements took the shape of entertaining short movies in the 1980s. The advertisements of the 1990s promoted technology and contemporary advertisements focus on style. But in spite of these changes, an underlying commonality has been the extreme focus on men. Automobiles have always been a man’s territory. 

Recent years have seen a reduction in restrictions based on traditional gender roles. More and more women are demonstrating behaviors and foraying into professions that are traditionally considered masculine. However, still, a disproportionally small number of women drive an automobile in India. This observation lends relevance to the examination of gender roles in contemporary automobile advertising.

What did a recent research on automobile advertising show?

  • All the four measures used to examine stereotypic expectancies in automobile advertisements (i.e., ad orientation, gender of voice-over, gender of dominant product user, and gender of main character) exhibit preference for the male gender.
  • The incidence of male ad orientation, male voice-overs, dominant male users and male main characters was higher in the sample of automobile advertisements than the sample of non-automobile advertisements.

─Taken from Fueling Gender Stereotypes: A Content Analysis of Automobile Advertisements in Business Perspectives and Research 

Click here to read the full article!


  1. I can see that you are a specialist at your field! I am dispatching a site soon, and your data will be extremely helpful for me.. Much obliged for all your help and wishing all of you the accomplishment in your business. https://researchsarms.food.blog

  2. Wow, this is really interesting reading. I am glad I found this and got to read it. Great job on this content. I like it BODY JEWELRY | PA RINGS

  3. Excellent article! Thanks for shearing with us. Please try to continue regular post on your blog. mobile price in bd

  4. This comment has been removed by the author.

  5. Awesome! You are a talented writer! I want to share a list of topics in case you need one. Yesterday they saved my day!

  6. Usually I never comment on blogs but your article is so convincing that I never stop myself to say something about it. You’re doing a great job, Keep it up. Stahlwandpool

  7. This service is available to anyone from high school, college, to graduate school and even to individuals already in the work environment. This professional team of writers assist in creating the best possible essay, term paper, report, review or even dissertation will take a load of stress off you and allow studying or work to take priority.

  8. Manual shift transmissions are known for their durability, however, they are not considered to be very user friendly. The sliding gear and the collar shift are two of the more common transmissions. tractors for sale UK

  9. Good evening friends! Our iconic service https://essaysrescue.com/123helpme-review/ guarantee expedient and excellent service to all clients, ensuring one-on-one assistance with a dedicated writer who is experienced in the field. From planning the outline of the content to drafting and revisions, authors are here to help each client step-by-step through the process. All of our writing is completely original – no templates or copied ideas. With our wide range of nursing capstone covered by our professional writers, we guarantee excellent work at an outstanding price.

  10. Step up your fashion game with our selection of men's leather jackets. Our jackets, made of high-quality leather and meticulously crafted, are both stylish and versatile. Whether you're dressed up for a major occasion or going casual on the weekend, our coats will keep you looking great and confident.


Post a Comment