Transformative Advertising Research

Edited by Linda Tuncay Zayer, Professor of Marketing and the John F. Smith Jr. Chair of Business Administration, Department of Marketing, Quinlan School of Business, Loyola University Chicago, USA

• Contents1 Introduction: what is transformative advertising research?Origins, impact and future directions 1Linda Tuncay Zayer2 Gender and discourses of aging in popular culture: informingTransformative Advertising Research 15Katherine Sredl, Julie Whiteman, Finola Kerrigan and Cagri Yalkin3 The S.A.F.E framework: making digital marketing moreinclusive 30Alex Baudet, Ela Veresiu and Marie-Agnès Parmentier4 Shades of beauty: evolving representation in advertising 45Jazmin Henry and Tonya Williams Bradford5 Ethical AI for transformative advertising: the EASEframework for responsible value co-creation 61Jing Yang6 The gender spectrum of advertising: typologies, tensions, andtransformative potential 78Hossain Shahriar and Jacob Ostberg7 Narratives past, present,and future: how women leadershelped change the institution of advertising in Türkiye. 101Gül Şener, Eda Öztürk, Pınar Melis Yelsalı Parmaksız andJulie Bilby8 Brand activism: the risks and rewards of advertising for change 118Helen Thompson-Whiteside9 Market guardians? Rethinking advertising transformationthrough audience resistance 133Karen Middleton10 Failure, fit, and femvertisements: the role of hypocrisy,brand–cause fit, and message type on women’s empowermentand attitudes toward femvertisements 149Sophia Mueller-Bryson and Kasey Windels11 Transformative advertising research that impacts the livesof women with positive health and well-being outcomes:perspectives from India 167Judith Fletcher-Brown, Priyanka Sharma and Rajesh ChandwaniAfterword: reflections on transformative advertising research 183Catherine Coleman, Lauren Gurrieri and Linda Tuncay Zayer

‘This book, edited by Linda Tuncay Zayer, includes perspectives from leaders in Transformative Advertising Research, a field that has entered a consequential era. It summarizes the latest knowledge on consumer well-being, sustainability, ethics, and other areas and provides a roadmap for conducting impactful advertising research. I highly recommend it.’