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"More than pink - we want to think!": A qualitative study
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Reinforcing gender stereotypes still occurs in toy advertisements

even though it is stated that gender stereotyping in marketing is

a public concern. Parents perception of gender stereotyping will

further influence how children act according to gender, which is

why it is of importance to explore how parents perceive gender

stereotyped advertising towards their children and how this is

linked to socially responsible marketing.

Research questions: RQ: What are the perceptions of Swedish parents on gender

stereotypes in advertisements targeted at children, and how can

this be linked to socially responsible marketing?

SQ1: What are the perceptions of parents on advertisements

towards children where stereotyped gender roles are being

reinforced?

SQ2: What are the perceptions of parents on advertisements

towards children where stereotyped gender roles are being

challenged?

Purpose: The purpose of this research is to link the idea of socially

responsible marketing with gender stereotyping and advertising

targeting children.

Methodology: Using visual materials as stimuli in semi-structured focused

interviews.

Conclusion: The empirical investigation revealed that parents perceived

gender stereotypes in advertising as harmful to society,

particularly to children. Socially responsible marketing should

therefore reflect more on this subject and portray both girls and

boys sharing colors, attributes and toys.

Place, publisher, year, edition, pages
2014. , 63 p.
Keyword [en]
Socially responsible marketing, Gender stereotypes, Marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-34682OAI: oai:DiVA.org:lnu-34682DiVA: diva2:721717
Subject / course
Business Administration - Marketing
Supervisors
Examiners
Available from: 2014-06-17 Created: 2014-06-04 Last updated: 2014-06-17Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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