OCAD University Open Research Repository

Putting A Lens on Those Who Are Often Overlooked_ Women’s Representations in Advertising Messages

Yu, Mengdan(April) (2020) Putting A Lens on Those Who Are Often Overlooked_ Women’s Representations in Advertising Messages. [MRP]

Item Type: MRP
Creators: Yu, Mengdan(April)

This paper investigates the representations of women in advertising messages, especially in several protected groups, in the hope of improving the inclusiveness of advertisements. Through an anonymous online questionnaire, 86 participants whose biological sex and / or gender identity were female expressed their views on the portrayals of women in advertisements. The data collected were analysed as a whole as well as based on whether the respondent was from a protected group or not. This survey found that both the protected and non protected groups thought that the representations of women were distorted to an extent, while the protected groups were less satisfied with their representations in advertising messages. The researcher argues a guideline concerning the inclusivity of women’s portrayals in advertising messages covering from true representations to inclusive advertising practitioner hiring practices is demanded. The researcher also hopes this project would open the discussion about protected groups women’s representations in advertising messages, and encourage more studies and research in all fields focusing on protected women.

Date: 11 May 2020
Uncontrolled Keywords: Female Protected Groups; Women's Representations; Inclusive Advertising Messages; Inclusive Research Practices.
Divisions: Graduate Studies > Inclusive Design
Date Deposited: 12 May 2020 20:19
Last Modified: 20 Dec 2021 21:15
URI: https://openresearch.ocadu.ca/id/eprint/3007

Actions (login required)

Edit View Edit View