Targeting: Gender

• Bartel, Diane (1988) Putting on Appearances: Gender and Advertising. Philadelphia: Temple University Press
• Basow, Susan A (1992) Gender: Stereotypes and Roles. Belmost, CA: Wadsworth
• Bretl, D. J. & J. Cantor (1988): 'The portrayal of men and women in US television commercials: A recent content analysis and trends over 15 years'. Sex Roles 18(9/10), 595-609
• Chandler, Daniel (1998): 'Modes of Address'. In Semiotics for Beginners. [WWW document] URL http://users.aber.ac.uk/dgc/Documents/S4B/sem08b.html
  
• Chandler, Daniel & Merris Griffiths (2000): 'Gender-Differentiated Production Features in Toy Commercials', Journal of Broadcasting & Electronic Media 44(3) [Summer 2000]: 503-520 ; (there's an open-access web-based version with the names reversed as well)
• Costa, Janeen Arnold (Ed) (1994) Gender Issues and Consumer Behavior. Thousand Oaks, CA: Sage
• Courtney, Alice E. & Thomas W. Whipple (1983) Sex Stereotyping in Advertising. Lexington: MA: Lexington Books
• Dyer, Richard (1993) The Matter of Images: Essays on Representation. London, New York: Routledge
• Eakins, Barbara Westbrook & R Gene Eakins (1978) Sex Differences in Human Communication. Boston, MA: Houghton Mifflin
• Floch, Jean-Marie (2001) Semiotics, Marketing and Communication. Basingstoke, Hampshire: Palgrave (Chapter 5)
• Furnham, Adrian & Nadine Bitar (1993): 'The Stereotyped Portrayal of Men and Women in British Television Advertisements'. Sex Roles, 29 (3/4), 297-310
• Gauntlett, David (2002) Media, Gender and Identity. London: Routledge
• Goffman, Erving (1979) Gender Advertisements. London: Macmillan
• Green, Eileen & Alison Adams (Eds) (2001) Virtual Gender: Technology, Consumption and Identity Matters. London: Routledge
• Griffiths, Merris (2001): '"The Industry Perspective" in Children's Toy Advertisements' (Unpublished PhD Thesis) [WWW document] URL http://www.merrisgriffiths.co.uk/PhD/chapter_6.html
• Hall, Judtih A. (1990) Nonverbal Sex Differences: Accuracy of Communication and Expressive Style. Baltimore, MD: Johns Hopkins University Press
• Haskins, J. B. & L. Flynne (1974): 'Effects of headline typeface variation on reader interest', Journalism Quarterly 51(4), 677-682 [gendered fonts]
• Heller, Steven (Ed) Sex Appeal: The Art of Allure in Graphic and Advertising Design. New York: Allworth Press
• Henley, Nancy M. (1977) Body Politics: Power, Sex and Nonverbal Communication. Englewood Cliffs, NJ: Prentice-Hall
• Hupfer, Maureen (2002) 'Communicating with the Agentic Woman and the Communal Man: Are Stereotypic Advertising Appeals Still Relevant?' Academy of Marketing Science Review; [WWW document] URL http://www.amsreview.org/articles/hupfer03-2002.pdf
• Ingram, Sally (nd): 'To be a man: Media representation vs. the 'real'' [WWW document] URL http://users.aol.com/sallyki/Index.htm
• Jackson, Peter, Nick Stevenson & Kate Brooks (2001) Making Sense of Men's Magazines. Cambridge: Polity
• Jhally, Sut (1990) The Codes of Advertising. London: Routledge
  
• Jones, Melinda (1991): 'Gender Stereotyping in Advertisements', Teaching of Psychology 18(4), 231-3
• Kirkham, Pat (Ed) (1996) The Gendered Object. Manchester: Manchester University Press
• Lafky, Sue, Margaret Duffy, Mary Steinmaus & Dan Berkowitz (1996) 'Looking Through Gendered Lenses: Female Stereotyping in Advertisements and Gender Role Expectations'. Journalism and Mass Communication Quarterly 73(2), 379-88
• Maccoby, Eleanor E. (Ed) (1967) The Development of Sex Differences. London: Tavistock
• Maccoby, Eleanor E. & C. N. Jacklin (1974) The Psychology of Sex Differences. Stanford, CA: Stanford University Press
• Manca, Luigi & Alessandra Manca (Eds.) (1994) Gender and Utopia in Advertising. Lisle, Illinois: Procopian Press
• Mayo, Clara & Nancy M. Henley (Eds) (1981) Gender and Nonverbal Behavior. New York: Springer-Verlag
• McCracken, Ellen (1993) Decoding Women's Magazines: From 'Mademoiselle' to Ms'. Basingstoke: Macmillan
  
• Nelson, Audrey with Susan K. Golant (2004) You Don't Say: Navigating Nonverbal Communication Between the Sexes. New York: Prentice Hall
• Picariello, Martha L., Danna N. Greenberg & David R. Pillemer (1990): 'Children's Sex-related Stereotyping of Colors', Child Development 61: 1453-1460
• Popcorn, Faith and Lys Marigold (2001) Eve-olution: The 8 Truths of Marketing to Women. London: HarperCollins
• Reichart, Tom & Jacqueline Lambiase (Eds) (2003) Sex in Advertising: Perspectives on the Erotic Appeal. Lexington, MA: Lexington/D. C. Heath
• Rohlinger, Deana A. (2002) 'Eroticising men: Cultural influences on advertising and male objectification' [WWW document] URL http://www.findarticles.com/cf_0/m2294/2002_Feb/90888979/p1/article.jhtml?term=participant+observation+audience+research
• Scanlon, Jennifer (Ed) (2000) The Gender and Consumer Culture Reader. New York: New York University Press
• Simon, S. J. & S. C. Pappas (2005): 'Attitudes Towards Product Website Design: A Study of the Effects of Gender', Journal of Marketing Communications 11(2): 129-144
• Vandergrift, Kay E et al. (nd): 'How Does Gender Color our Preferences and Decisions on the WWW?' http://www.scils.rutgers.edu/~kvander/gender_project/home.htm
• Vestergaard, Torben & Kim Schrøder (1985) The Language of Advertising. Oxford: Blackwell (Chapter 6: 'Strategies of Address: Sex and Class')
• Wardlow, Daniel L. (1996) Gays, Lesbians, and Consumer Behavior. New York: Harrington Park Press
• Wernick, Andrew (1991) Promotional Culture: Advertising, Ideology and Symbolic Expression. London: Sage (Chapter 3)
• Worth, Sol (1976): 'Introduction to Erving Goffman's Gender Advertisements' [WWW document] URL http://astro.temple.edu/~ruby/wava/worth/genderad.html
• Zarchikoff, Rebecca (nd): 'Looking through the years at women's place in advertising' [WWW document] URL http://kafka.uvic.ca/~rzarchik/women.html