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: .

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GCB - Gender and Consumer Behavior Volume 7 | 2004



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