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Full-Text Articles in Gender, Race, Sexuality, and Ethnicity in Communication
Sex Sells: How Advertising Agencies' Commodification Of Image Affects Older Women In Advertising, Diane Fittipaldi
Education Doctoral Dissertations in Leadership
The purpose of this study was to understand how advertising agency culture affects the long-term careers of women account executives as they age. The primary research questions were: 1) How do self-image and cultural stereotypes affect the decision to enter the advertising business; 2) How do women navigate the male-dominated culture of the ad agency; 3) What strategies do women use to get ahead in advertising; 4) How do women survive long term in a culture that favors youth? Qualitative data was collected via unstructured, one-on-one, in-depth interviews with a nationally sourced sample 15 female advertising account executives aged 40 ...