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Article
Publication date: 25 January 2008

Sheri J. Broyles and Jean M. Grow

The purpose of this paper is to explore reasons why there are so few women in creative departments of advertising agencies and to discuss what impact that might have on the work…

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Abstract

Purpose

The purpose of this paper is to explore reasons why there are so few women in creative departments of advertising agencies and to discuss what impact that might have on the work environment of those creative departments and advertising messages they create.

Design/methodology/approach

Provides a review of published research and plus opinions of professionals who cover the advertising industry or work in agency creative departments. Personal observations from the authors' time working in the advertising industry are also included.

Findings

Themes gleaned from the literature look at the gender gap, the creative department of advertising agencies as an “old‐boys network,” reasons why women leave creative jobs, and why advertising targeting women as consumers is so bad.

Practical implications

Women opt out of advertising agencies for any number of reasons – more than just having babies. Keeping women's voices in creative departments would give a better balance to the messages agencies create.

Originality/value

Changing creative departments to be more accommodating and flexible to women's needs might not only make them better for women, but also better for men and for families. In addition, the messages from those creative departments may be more compelling to consumers.

Details

Journal of Consumer Marketing, vol. 25 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 October 2006

Sheri J. Broyles

The purpose of this article is to revisit the concept of subliminal advertising as a response to August Bullock's recent book The Secret Sales Pitch: An Overview of Subliminal

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Abstract

Purpose

The purpose of this article is to revisit the concept of subliminal advertising as a response to August Bullock's recent book The Secret Sales Pitch: An Overview of Subliminal Advertising.

Design/methodology/approach

Citing published research and using Bullock's own words, this article refutes Bullocks viewpoint of subliminal advertising.

Findings

The article finds that Bullock's book is based on his personal interpretation while he ignores research that refutes his claims.

Practical implications

The concept of subliminal advertising cannot be substantiated by only opinion, and research does not support the concept.

Originality/value

The article questions this newest view of subliminal advertising and reminds marketers, advertisers, and consumers of subliminal advertising being an invalid concept.

Details

Journal of Consumer Marketing, vol. 23 no. 6
Type: Research Article
ISSN: 0736-3761

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