Gender Stereotypes in Financial Advertisements

63 Pages Posted: 5 Apr 2024

See all articles by Luisa Unda

Luisa Unda

Universitat de les Illes Balears; University of Mannheim

Alexandra Niessen-Ruenzi

University of Mannheim, Department of Finance; University of Mannheim - Department of Finance

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

Unda, Luisa and Niessen-Ruenzi, Alexandra and Niessen-Ruenzi, Alexandra, Gender Stereotypes in Financial Advertisements (March 8, 2024). Available at SSRN: https://ssrn.com/abstract=4752630 or http://dx.doi.org/10.2139/ssrn.4752630

Luisa Unda (Contact Author)

Universitat de les Illes Balears ( email )

Carretera de Valldemossa km7.5
Palma, 07122
Spain

University of Mannheim ( email )

Universitaetsbibliothek Mannheim
Zeitschriftenabteilung
Mannheim, 68131
Germany

Alexandra Niessen-Ruenzi

University of Mannheim - Department of Finance ( email )

Mannheim, 68131
Germany

University of Mannheim, Department of Finance ( email )

L9, 1-2
Mannheim, 68131
Germany
+49 621 181 1595 (Phone)

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