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Male and Female Role Portrayals in Advertising: Is Anyone Satisfied? A Review of Twenty-Five Years of Research

John Ford

Monday 6 March 2017, 1.00PM to 2.30pm

Speaker(s): Professor John Ford, Old Dominion University, USA

In this talk, Prof. Ford will share his vast experience researching how male and female roles are portrayed in advertising across borders. Professor Ford’s experience researching this question spans several decades.

John B. Ford, Ph.D., is Eminent Scholar and Professor of Marketing and International Business and Director, Ph.D. Program in Business Administration, at Old Dominion University, USA. He is also Academic Executive Editor (North America) and the Journal of Advertising Research (ABS3)and Distinguished Fellow of the Academy of Marketing Science.

These are some of Prof. Ford’s publications on the topic:

Dickinson-Delaporte, S., Ford, J. B. and Gill, D. (2014). Model Looks, Motives, and Affective Outcomes. Journalism & Mass Communication Quarterly, 91 (2), 357-374.
Reichert, T. O. M., Latour, M. S. And Ford, J. B. (2011). The Naked Truth. Journal of Advertising Research, 51 (2), 436-448.
Ford, J. B., Latour, M. S. And Clarke, I. (2004). A Prescriptive Essay Concerning Sex Role Portrayals in International Advertising Contexts. American Business Review, 22 (1), 42-55.
Ford, J. B., Kramer Voli, P., Honeycutt Jr, E. D. and Casey, S. L. (1998). Gender Role Portrayals in Japanese Advertising: A Magazine Content Analysis. Journal of Advertising, 27 (1), 113-124.
Ford, J. B., Latour, M. S. And Honeycutt Jr, E. D. (1997). An examination of the cross-cultural female response to offensive sex role. International Marketing Review, 14 (6), 409.
Ford, J. B. And Latour, M. S. (1993). Differing Reactions to Female Role Portrayals in Advertising. Journal of Advertising Research, 33 (5), 43-52.
Ford, J. B., Latour, M. S., Honeycutt Jr, E. D. And Joseph, M. (1994). Female Sex Role Portrayals in International Advertising: Should Advertisers Standardize in the Pacific Rim? American Business Review, 12 (2), 1.

Location: LMB/037