What Do We Really Know About Sexism in Advertising? Shedding New Light on Consumers’ Construal of Sexism in Advertising

ABSTRACT - Through in-depth interviews with 40 men and women of varying ages and backgrounds, we investigated what consumers view as sexist in contemporary print advertisements. We found that informants’ understanding of sexism in advertising loosely fit previous academic conceptualizations, in that excessive nudity and/or stereotypical portrayals, especially in regards to women, were most often discussed as sexist. However, the critical factor influencing interpretations of sexism was the perception of inequality in an ad – whether at the literal level (ad layout) or at the figurative level. Further, the interviews revealed that informants’ interpretations of the ads and identification of sexist elements were often guided by implicit processes.



Citation:

N/A (2004) ,"What Do We Really Know About Sexism in Advertising? Shedding New Light on Consumers’ Construal of Sexism in Advertising", in GCB - Gender and Consumer Behavior Volume 7, eds. Linda Scott and Craig Thompson, Madison, WI : Association for Consumer Research, Pages: .

Authors



Volume

GCB - Gender and Consumer Behavior Volume 7 | 2004



Share Proceeding

Featured papers

See More

Featured

Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products

Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome

Read More

Featured

Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption

Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA

Read More

Featured

I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure

Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.