RT Journal Article
SR Electronic
T1 The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 71
OP 79
DO 10.2501/S0021849908080094
VO 48
IS 1
A1 Amanda Zimmerman
A1 John Dahlberg
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/1/71.abstract
AB This study measures attitudes of young women to sexually objectified advertising. A survey combining elements of two previous studies (Ford, LaTour, and Lundstrom, 1991; Mittal and Lassar, 2000) was administered to 94 female undergraduates. Results show significant (p < 0.001) changes in attitudes of young, educated women. Respondents agreed females were portrayed as sex objects in advertisements, but were less offended by these portrayals than female respondents in 1991. Results also show females' attitudes toward the advertisement have little effect on purchase intention, a highly significant change from attitudes of women in 1991.