An unbiased comprehensive oversight synthesis of three decades of
gender-related advertising research is undertaken. Seventy-six articles
found in premiere marketing, psychology, sociology, and communications
journals were reviewed. Findings of the gender role research indicate
advertisements are generally moving toward a slightly less
stereotypical stance. Findings of the selectivity hypotheses research
indicate females versus males process advertisements differently.
Findings of the spokesperson gender effects research indicate
controversy exists, and the gender advertising response literature
findings assert gender differences in advertising responses exist.
Finally, the gender brand positioning literature specifies gender
differences exist. The findings are synthesized and implications are
suggested.