@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         = {{9781035339457}},
  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}},
}