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.

But, is a brand capable of changing mindsets and even reducing gender stereotypes in advertising?

Representations of gender in advertisements provide powerful models of behavior to emulate or react against. Masculine images typically convey power, strength, virility, athleticism, and competitiveness whereas feminine images show beauty, submissiveness, nurturance, and cooperation. Such themes appear repeatedly in popular culture (including advertisements) and are often accepted by those who see them as natural aspects of the human condition.

Gender stereotyping in advertising - Livemint

Browne, B.A. (1998), Gender stereotypes in advertising on children’s television in the 1990s: a cross-national analysis. , 27 (1), 83-97.

, a 1979 book by Canadian social anthropologist, is series of studies of visual communication and how gender representation in advertising communicates subtle, underlying messages about the sexual roles projected by masculine and feminine images in advertising. The book is a visual essay about sex roles in advertising and the differences, as well as the symbolism implied in the depictions of men and women in advertising.