Is there gender bias when creative directors judge advertising? Name cue effect in ad evaluation

David Roca, Daniel Tena, Patrícia Lázaro, Alfons González

Research output: Contribution to journalArticleResearchpeer-review

2 Citations (Scopus)

Abstract

© 2016 Advertising Association. A lack of women in creative departments has been documented in previous research. These departments are seen as a male fraternity subculture in advertising agencies, where women experience many difficulties in their career progress. One of these drawbacks is gender bias in the selection of ideas’ process. Male creative directors are believed to promote ideas created by men within a homosocial environment. This female perception emerged from previous qualitative research is studied experimentally for the first time. Almost 90 advertising creative directors and higher level positions assessed ads created by students in an advertising university course. In the current study, we explore the effects of ad gender authorship. Results revealed an absence of gender bias based on ad name cues, neither the gender of the ad creators nor the creatives affected the evaluations. The findings are discussed and future research is proposed.
Original languageEnglish
Pages (from-to)1008-1023
JournalInternational Journal of Advertising
Volume35
Issue number6
DOIs
Publication statusPublished - 1 Jan 2016

Keywords

  • Advertising
  • Bias
  • Creativity
  • Gender

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