Gender Stereotypes in Financial Advertisements
63 Pages Posted: 5 Apr 2024
Date Written: March 8, 2024
Abstract
We show that gender stereotypes are prevalent in financial advertisements. Our analysis of seven decades of financial ads shows that 84% of ads display a man as the central figure. If women appear in financial ads, they are typically depicted in subordinate roles and as having limited knowledge about the featured financial product. In contrast, men are more often portrayed in professional, authoritative positions. These differences may explain women’s lower financial confidence and their reluctance to actively manage their finances. Following new regulation banning gender stereotypes in ads, we document an increase in women’s representation in financial ads. But even in more recent years, women are still predominantly shown in gender stereotypical roles.
Keywords: Gender, Financial Advertising, Stereotypes
JEL Classification: J16, C9
Suggested Citation: Suggested Citation