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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 millennials and…

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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.

Abstract

Details

Defining Rape Culture: Gender, Race and the Move Toward International Social Change
Type: Book
ISBN: 978-1-80262-214-0

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.

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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

Keywords

Book part
Publication date: 20 October 2023

Rebecca M. Hayes

Abstract

Details

Defining Rape Culture: Gender, Race and the Move Toward International Social Change
Type: Book
ISBN: 978-1-80262-214-0

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

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 disorder have…

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

Article
Publication date: 5 January 2022

Juhi Gahlot Sarkar and Abhigyan Sarkar

This research aims to investigate if consuming fashion apparel brands for the purpose of social appearance expressiveness may garner calculative brand commitment, through the…

Abstract

Purpose

This research aims to investigate if consuming fashion apparel brands for the purpose of social appearance expressiveness may garner calculative brand commitment, through the mediation of narcissistic brand love. It also tests moderation of gender for the aforementioned mediated relationship.

Design/methodology/approach

The research has a core qualitative component (Study 1), which focuses on an interpretivist approach using a grounded theory paradigm to analyze data (N = 37) collected from semi-structured depth interviews. It is followed by a positivist survey based enquiry (study 2), and the data (N = 245) were analyzed using Haye’s (2017) process macro.

Findings

Analysis reveals that Indian consumers fall in narcissistic love with those apparel brands that aid their quest for maintaining desirable social appearances and develop a calculative commitment toward the brands, which aid this quest. The effect of social appearance expressiveness of apparel brand on consumers’ narcissistic brand love is moderated by gender, such that female consumers (as compared to males) are more invested in consuming fashion apparel brands as a means to enhance their social appearances.

Originality/value

The value of this study lies in extending self-presentation theory to understand the role of consumer narcissism in shaping Indian consumers’ fashion apparel consumption. The authors investigate the narcissistic consumption orientation that evolves as a result of consumers’ desire for social self-expression, irrespective of possessing narcissism as an enduring personality trait. Thus, the findings are relevant for possibly all consumers who, given certain conditions, may temporarily develop narcissistic brand love.

Details

Journal of Consumer Marketing, vol. 39 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Abstract

Details

Eating Disorders in a Capitalist World
Type: Book
ISBN: 978-1-80455-787-7

Article
Publication date: 7 June 2022

Nina Michaelidou, Nikoletta Theofania Siamagka, Leonidas Hatzithomas and Luciana Chaput

The purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices.

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Abstract

Purpose

The purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices.

Design/methodology/approach

Quantitative content analysis and multiple correspondence analysis are used to examine female representations in the advertising of personal care products on social media. The sample includes brand posts from 15 brands on two social media platforms.

Findings

The results demonstrate that non-luxury brands use femvertising to a greater extent compared to luxury brands. In particular, this study shows that luxury brands rely more on stereotyped gender expressions and use more sexualisation in their advertising, relative to non-luxury brands.

Research limitations/implications

This study provides an analysis of luxury and non-luxury brands’ femvertising practices on social media. In doing so, this study extends the study of femvertising to the context of luxury and social media, which is currently underexplored. In terms of practical implications, this study sheds light on the extent of the application of femvertising across luxury and non-luxury brands on social media.

Practical implications

The findings drive a number of suggestions for luxury marketers, including the use of more independent gender roles and more racial diversity in their social media advertising and the lessening of unrelated sexuality.

Originality/value

To the best of the authors’ knowledge, this study is the first to compare femvertising practices of luxury and non-luxury brands on social media, delineating different facets of femvertising (e.g. gender roles, diversity, etc.) and extending scholarly understanding of the possible facets of this concept.

Details

Journal of Product & Brand Management, vol. 31 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 31 January 2024

Eiman Negm

This study aims to explore the impact of women empowerment and gender-stereotypical advertising exposure on consumers’ attitudes and purchase intents.

Abstract

Purpose

This study aims to explore the impact of women empowerment and gender-stereotypical advertising exposure on consumers’ attitudes and purchase intents.

Design/methodology/approach

The quantitative research approach was used to assess the women-empowerment and gender-stereotypical advertising on consumers’ attitudes and purchase intentions, explicating the most effective approach in marketing communication in the Arab context, specifically Egypt. Administrated questionnaires were distributed online cross-gender through the use of convenience sampling. The targeted average sample size sought was minimum of 370. Once the data was acquired, partial least square path modelling of structural equation modelling was conducted to test the hypotheses.

Findings

Results show that male consumers and female consumers react to a certain extent differently to women-empowerment and gender-stereotypical advertisings. For instance, gender-stereotypical advertisings effect attitude for both genders; it effects male consumers’ purchase intentions, but not female consumers. Women empowerment advertising is insignificant on brand attitude and purchase intention among male consumers; among female consumers, it has significant impact on brand attitude, but not purchase intention. Nevertheless, both categories of advertising contribute to male consumers’ and female consumers’ perception and attitude towards gender role portrayal.

Originality/value

This study provides noteworthy insights and perspectives on women-empowerment (Femvertising) and gender-stereotypical advertising effects on cross-gender consumers in the Arab region (a region of strong masculine culture values). The emerged conclusions aid as a reference and guide for scholars and practitioners to develop effective advertising that create prospect depictions and build inspired female customer base.

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