|dc.description.abstract||Research has shown that the depiction of gender stereotypes in advertisements can
have gradual and cumulative effect on individuals leading them to make different
choices in life, impact the way they interact with the people around them and limit their
aspirations causing them to form opinions and beliefs reinforced by a society which
has perpetuated gender inequality for centuries.
Building on existing literature and studies published on the topic, this study
investigates the differences between the British advertising industry and the Irish
advertising industry, with a specific focus on how issues of gender inequality and
feminism have impacted the rules and regulations governing the advertising industry
of both nations. There is a focus on the most recent rules to be put into place in the
United Kingdom by the Advertising Standards Authority: rules 4.14 and 4.9 which seek
to ban the depiction of harmful gender stereotypes in advertising.
A review of the literature indicated that feminism and issues of gender are closely
linked with the advertising industry. An analysis of marketing principles such as the
Marketing Mix and the AIDA model allowed for a deeper understanding of why gender
stereotypes are still used in advertising. An examination of the history of stereotypes
in advertising through the major four feminist movements was also undertaken.
Semi structured interviews were conducted, this research method allowed the
researcher to explore significant areas identified following the literature review and
also during the interviews such as: historical gender inequality, freedom in advertising,
the physical portrayal of women in advertising and the mirror versus mold theory.
This study concludes that the 21st has again brought gender inequality to the forefront
of conversation and the UK has, in accordance with societal changes implemented
new rules to prevent the perpetuation of harmful gender stereotypes in advertising.
ASA rules 4.14 and 4.9 haven’t eliminated all areas of potential harm caused by the
portrayal of genders in advertising, these rules are only a first step and lay the foundation for the UK advertising industry to more accurately portray the realities of
gender norms in society today. Following an examination of the Irish advertising
industry, this study finds there to be no immediate call for rules pertaining to gender
stereotypes to implemented by the ASAI, historical issues relating to gender inequality
in Ireland is a major contributing factor to this lack of demand.||en