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 sener, Eda Öztürk, Pinar Melis Yelsali Parmaksiz 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.