This study explores the responses of Victorian community members to gender portrayals in advertising.
The study suggests that community members perceive that stereotyped gender portrayals and sexualised images of women are common in advertising, and that these portrayals pressure women and men to conform to limiting stereotypes, have negative impacts on health and wellbeing, and may support attitudes that cause violence against women.
This study is part of WHV’s Advertising (In)equality project, funded by the Victorian Government.
A consumer toolkit, based on the paper, is available to download from the Related Resources section below.
Gurrieri L, McKenzie M, Bugden M (2019) Community responses to gender portrayals in advertising: a research paper. Women's Health Victoria; RMIT University. Melbourne. (Women's Health Issues Paper; 15)