Research Spotlight: Gender Inequality in Marketing

Catherine Coleman, associate professor of strategic communication, followed a research approach “intended to focus on improving the lives and well-being of people around the world.” Photo by Mark Graham

Photo by Mark Graham

Gender Inequality in Marketing

Catherine Coleman investigates the link between marketing campaigns and inequalities women experience in economic markets.
by Caroline Love

Before the 2014 World Cup in Brazil, Adidas designed a shirt depicting a bikini-clad cartoon woman with Barbie-doll proportions. Underneath the grinning woman were the words “Lookin’ to Score.” Fearing the design exploited the nation’s reputation for prostitution, Brazil’s tourism board campaigned successfully to have the shirt removed from stores.

Presenting women as sexual objects in advertisements is nothing new, said Catherine Coleman, associate professor of strategic communication. Her research includes how marketing and advertising influence consumer notions of gender roles.

Read the full TCU Magazine story here