Gendered Marketing

Marketing history is a gendered history. Not only was the advertising industry one of the early domains opening up for career women, the 20th century customer was primarily female. It is striking, therefore, that our histories do not reflect this reality; the industry is largely portrayed as a “man’s world”, while focus on women’s concerns is still lagging in marketing research.


Scott, L. M. & Van den Bossche, A. (2016). Uppity Women Unite! Marketing the Women’s Movement in America. Advertising & Society Review, 17(1).

Van den Bossche, A. (2014). The Id Goes Shopping in Its Maidenform Bra: Navigating Gender Spheres in the Postwar “Dreams” Campaign. Advertising & Society Review, 15(2).

Van den Bossche, A. (2014). Two Book Reviews: Mad Men, Mad World: Sex, Politics, Style & the 1960s and Mad Women: The Other Side of Life on Madison Avenue in the 60s and BeyondAdvertising & Society Review, 15(2).