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Article
Publication date: 20 March 2020

Lizardo Vargas-Bianchi and Marta Mensa

The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young…

Abstract

Purpose

The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this recall effort. The question arises whether this group evokes those brands that appear in advertisements using different levels of objectification content.

Design/methodology/approach

The study uses a correlational design that includes two studies with different groups of subjects: an assessment of perceived female sexual objectification levels in a set of ads and a quasi-experimental study that used the assessed perceived levels of female objectification and brand name short-term recall scores of those ads, with and without the intervention of an attention distractor.

Findings

Results suggest that female sexual objectification content exerts a limited influence on brand name recall between participants. In addition, it is not men who remember brand names from ads using sexual objectified images, but young women.

Research limitations/implications

The study had an exploratory scope and used a small non-probabilistic sample. Subjects belong to a cultural context of Western world developing economy, and thus perceived female objectification may vary between different cultural settings. Results refer to graphic advertisements, though this cohort is exposed to other audiovisual content platforms.

Originality/value

Several studies have addressed female objectification in advertising and media, but few focused on young Latin American audiences and its impact on the recollection of advertised brands. Brand name retention and awareness is still a relevant variable that the advertising industry takes in account as one of several predictors toward buying decisions. Even less research has been made on Latin American social and cultural contexts.

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Article
Publication date: 18 June 2020

Elika Kordrostami and Melika Kordrostami

In light of the recent shift in the US culture, this paper investigates the effectiveness of female sexual empowerment as ad appeal in the apparel industry.

Abstract

Purpose

In light of the recent shift in the US culture, this paper investigates the effectiveness of female sexual empowerment as ad appeal in the apparel industry.

Design/methodology/approach

Study 1 aimed to understand consumers' reactions to female sexual empowerment in ads in terms of their attitudes toward the ad, attitudes toward the brand and purchase intention. Study 2 investigated the role of gender in perceptions of female sexual empowerment in ads.

Findings

This research establishes that consumers display positive attitudes toward female sexual empowerment in the apparel advertisement. These attitudes positively influence attitudes toward the brand, which in turn improve purchase intention. These effects are stronger for women than men.

Research limitations/implications

This research borrows from social power theory to reveal the impact of female sexual empowerment in ads in the apparel industry. Based on the theory of planned behavior, the findings also show that female sexual empowerment can have a positive impact on purchase intention through a serial mediation of attitude toward the ad and brand.

Practical implications

Marketers need to be aware of the impact of female sexual empowerment as ad appeal. Specifically, firms in the apparel industry could benefit from the positive effects of incorporating female sexual empowerment in their campaigns.

Originality/value

This research is the first to investigate the role of female sexual empowerment as ad appeal in improving consumers' responses to ads.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 25 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 4 November 2014

Margaret W. Sallee

– The purpose of this article is to suggest that doctoral student socialization is a gendered process.

Abstract

Purpose

The purpose of this article is to suggest that doctoral student socialization is a gendered process.

Design/methodology/approach

This article uses a qualitative case study methodology, studying engineering students in one university department.

Findings

The author considers how various norms and practices, including competition and hierarchy along with overt objectification of women, point to the masculine nature of the discipline.

Originality/value

Although stage models of socialization are helpful in that they provide an outline of students’ various tasks as they progress through their doctoral programs, they can account neither for the culture of disciplines nor for the identities of students who populate them. The author suggests that students in engineering are prepared to embrace competition and hierarchy, norms that point to a gendered disciplinary culture. Although, certainly, particular interests will lead students to pursue different majors, the discipline serves to reinforce culture.

Details

International Journal for Researcher Development, vol. 5 no. 2
Type: Research Article
ISSN: 2048-8696

Keywords

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Book part
Publication date: 12 November 2018

Tina L. Margolis, Julie Lauren Rones and Ariela Algaze

Films focusing on girls and women with anorexia have not found major producers and distributors in Hollywood, yet movies on subjects such as suicidality and bipolar…

Abstract

Films focusing on girls and women with anorexia have not found major producers and distributors in Hollywood, yet movies on subjects such as suicidality and bipolar disorder have been showcased. Eating disorders affect approximately 30 million people in the United States alone, and it has the highest mortality rate of any mental illness, so this invisibility seems incongruous. The authors theorize that Hollywood avoids this subject because of ontological anxiety. Movie plots are schemas and young females are inextricably associated with fertility and futurity. An anorexic’s appearance contradicts and nullifies this symbolic role because anorexia often leads to infertility and death. Psychological studies and philosophical arguments claim that a belief in an afterlife and the regeneration of humankind create coherence and meaning for individuals. An anorexic’s appearance and behavior represent images of self-destruction – images that inflame the viewer’s unconscious and primordial fears about the annihilation of the species. By avoiding the topic of anorexia, Hollywood defends against its symbolic fears of mortality but diminishes the importance of the subject through its absence; it ignores its place in women’s social history and erases its place in American history. Because of Hollywood’s social reach and because greater visibility is correlated with a reduction in stigma, the authors conjecture that a film on this subject would inspire necessary attention to women’s roles, public mores, public policies, and the social good.

Details

Gender and the Media: Women’s Places
Type: Book
ISBN: 978-1-78754-329-4

Keywords

Content available
Article
Publication date: 11 March 2021

Ayodele Oniku and Anthonia Farayola Joaquim

The study aims to examine female sexuality in marketing communications and how it shapes the millennial buying decisions in the fashion industry. The focus of the study is…

Abstract

Purpose

The study aims to examine female sexuality in marketing communications and how it shapes the millennial buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication to understand how female sexuality influence buying behaviours and decisions of the millennial.

Design/methodology/approach

The study was underpinned by the dimensions of skin colour, brand image and market share in sexual appealing marketing communication, and the millennial in the study comprises youths between the age of 21and 40 years and demographically defined by Wells and Guber (1966) as bachelors, Full nests 1 and 2. Multistage stage sampling was used with a structured questionnaire.

Findings

Findings show that youths, 2019 buying decisions and behaviours are strategically influenced by different manifestations of female sexuality in the context of the study and equally affect market share and patronage.

Research limitations/implications

The study shows what shapes the marketing communication strategies of the rising fashion industry but is limited to the millennial buying decisions and not the larger fashion industry consumers.

Practical implications

The needs for fashion industry to understand the influence of increasing use of female sexuality in marketing communication on male and female consumers and the effects on their respective buying behaviours is strategic to the industry as shown in the study.

Social implications

Female sexuality in marketing communication is strategic to fashion industry in today's market among youths.

Originality/value

The millennial constitutes a larger percentage of the developing economy market with rising income thus the need to understand their buying behaviours in the fashion industry

Details

Rajagiri Management Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0972-9968

Keywords

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Abstract

Details

Women in Leadership 2nd Edition
Type: Book
ISBN: 978-1-78743-064-8

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Article
Publication date: 29 March 2021

Nina Åkestam, Sara Rosengren, Micael Dahlén, Karina T. Liljedal and Hanna Berg

This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women

Abstract

Purpose

This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender.

Design/methodology/approach

In two experimental studies, the effects of stereotyped portrayals (vs non-stereotyped portrayals) across gender are compared.

Findings

The results show that advertising portrayals of women and men have a presumed negative influence on others, leading to higher levels of ad reactance, which has a negative impact on brand-related effects across model and participant gender, and for gender stereotypes in terms of physical characteristics and roles.

Research limitations/implications

Whereas previous studies have focused on reactions of women to female stereotypes, the current paper suggests that women and men alike react negatively to stereotyped portrayals of other genders.

Practical implications

The results indicate that marketers can benefit from adapting a more mindful approach to the portrayals of gender used in advertising.

Originality/value

The addition of a cross-gender perspective to the literature on gender stereotypes in advertising is a key contribution to this literature.

Details

European Journal of Marketing, vol. 55 no. 13
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 17 May 2019

Md. Mahmudul Alam, Ahmed Aliyu and Shawon Muhammad Shahriar

In the current information age, when the attention spans of most people have become very short, marketers are facings serious challenges to grab the attention of their…

Abstract

Purpose

In the current information age, when the attention spans of most people have become very short, marketers are facings serious challenges to grab the attention of their target audience effectively and fruitfully. From street corner to bedroom, virtually every perceivable location of human traces are littered with activity of marketers, whether they are small or large in scale or the recipients of their information understand the message properly. Studying consumers’ acceptance of the main ethical issues in communication, mainly in advertising, has recently been receiving much attention from scholars. Therefore, to grab the attention of people in the increasing competitive environment, advertisers have resorted to using what they feel can quickly attract the audience. For example, the attachment of attractive women with their physical natural endowments presented in explicit sexually appealing postures to products/services that have no linkage with women. These practices have raised some moral and ethical questions within the society. Therefore, this study aims to focus on discussing marketing communication through presenting women as a sexual object from the morality, ethics and religious perspectives.

Design/methodology/approach

This is a descriptive study based on the systematic literature review. Initially, this paper discusses the ethical issues of using women and sexual appeals in the process of marketing communication, as well as the current level of practices in the industry. Then, it discusses the consequences and dimensions of the issues from different types of ethical grounds. Finally, it provides recommendations with the objective of finding a common ground from business and social perspectives. It also mentions the scopes of further research, which could lead the secular world to modify their moral values and come closer to the norms of other civilized societies.

Findings

The position of the paper takes is that considering the negative effects of the prevalent advertising in society, the practice falls short of human moral values; as a result, it is considered unethical.

Originality/value

This review paper examines the ethical implication of using women as marketing tools from the perspectives of morality, business and Islamic principles that will help business groups, as well as the whole religious community, especially Muslims.

Details

Journal of Islamic Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

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Abstract

Details

When Reproduction Meets Ageing
Type: Book
ISBN: 978-1-83909-747-8

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Abstract

Details

Lived Realities of Solo Motherhood, Donor Conception and Medically Assisted Reproduction
Type: Book
ISBN: 978-1-83909-115-5

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