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The gender spectrum of advertising: typologies, tensions, and transformative potential

Shahriar, Hossain LU orcid and Ostberg, Jacob (2026) p.81-103
Abstract
This chapter presents a semiotic analysis of gender advertisements, introducing a novel framework that advances the Transformative Advertising Research subfield. Using a semiotic square, it categorizes gender advertisements into gender-transformative, gender-conformative, gender-nontransformative, and gender-nonconformative terms, leading to six meta-categories: gender-stereotyping, gender-neutral, gender-progressive, gender-b(l)ending, femvertising, and gender-transgressive. These meta-categories are mapped onto the Gender-transformative Advertising Spectrum (GTAS), a 2x2 matrix evaluating advertisements based on ethical consciousness (low vs. high) and strategy (complacent vs. subversive), positioning advertisers as conservative... (More)
This chapter presents a semiotic analysis of gender advertisements, introducing a novel framework that advances the Transformative Advertising Research subfield. Using a semiotic square, it categorizes gender advertisements into gender-transformative, gender-conformative, gender-nontransformative, and gender-nonconformative terms, leading to six meta-categories: gender-stereotyping, gender-neutral, gender-progressive, gender-b(l)ending, femvertising, and gender-transgressive. These meta-categories are mapped onto the Gender-transformative Advertising Spectrum (GTAS), a 2x2 matrix evaluating advertisements based on ethical consciousness (low vs. high) and strategy (complacent vs. subversive), positioning advertisers as conservative conformers, inclusive innovators, pragmatic performers, or transformative trailblazers. The GTAS provides a tool for guiding advertisers toward more transformative outcomes that promote change at the individual, institutional, and societal levels. The chapter enriches our understanding of advertising's societal role by demonstrating how gender portrayals across the spectrum can either reinforce or challenge harmful norms, and advocates for advertising's potential to foster prosocial well-being. (Less)
Please use this url to cite or link to this publication:
author
and
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
keywords
Transformative, Gender, Advertising, Spectrum, Categories, Semiotic
host publication
Transformative Advertising Research : Driving Positive Social Change and Well-Being - Driving Positive Social Change and Well-Being
editor
Zayer, Linda Tuncay
pages
81 - 103
publisher
Edward Elgar Publishing Limited
ISBN
9781035339440
9781035339457
DOI
10.4337/9781035339457.00013
language
English
LU publication?
yes
id
847e3bc9-8e99-4963-b485-144a1cb53886
date added to LUP
2026-06-08 12:15:05
date last changed
2026-06-08 14:13:34
@inbook{847e3bc9-8e99-4963-b485-144a1cb53886,
  abstract     = {{This chapter presents a semiotic analysis of gender advertisements, introducing a novel framework that advances the Transformative Advertising Research subfield. Using a semiotic square, it categorizes gender advertisements into gender-transformative, gender-conformative, gender-nontransformative, and gender-nonconformative terms, leading to six meta-categories: gender-stereotyping, gender-neutral, gender-progressive, gender-b(l)ending, femvertising, and gender-transgressive. These meta-categories are mapped onto the Gender-transformative Advertising Spectrum (GTAS), a 2x2 matrix evaluating advertisements based on ethical consciousness (low vs. high) and strategy (complacent vs. subversive), positioning advertisers as conservative conformers, inclusive innovators, pragmatic performers, or transformative trailblazers. The GTAS provides a tool for guiding advertisers toward more transformative outcomes that promote change at the individual, institutional, and societal levels. The chapter enriches our understanding of advertising's societal role by demonstrating how gender portrayals across the spectrum can either reinforce or challenge harmful norms, and advocates for advertising's potential to foster prosocial well-being.}},
  author       = {{Shahriar, Hossain and Ostberg, Jacob}},
  booktitle    = {{Transformative Advertising Research : Driving Positive Social Change and Well-Being}},
  editor       = {{Zayer, Linda Tuncay}},
  isbn         = {{9781035339440}},
  keywords     = {{Transformative; Gender; Advertising; Spectrum; Categories; Semiotic}},
  language     = {{eng}},
  month        = {{06}},
  pages        = {{81--103}},
  publisher    = {{Edward Elgar Publishing Limited}},
  title        = {{The gender spectrum of advertising: typologies, tensions, and transformative potential}},
  url          = {{http://dx.doi.org/10.4337/9781035339457.00013}},
  doi          = {{10.4337/9781035339457.00013}},
  year         = {{2026}},
}