TY - JOUR T1 - Feminism and Advertising: Responses To Sexual Ads Featuring Women JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2020-010 SP - JAR-2020-010 AU - Hojoon Choi AU - Kyunga Yoo AU - Tom Reichert AU - Temple Northup Y1 - 2020/04/24 UR - http://www.journalofadvertisingresearch.com/content/early/2020/04/22/JAR-2020-010.abstract N2 - Recent studies indicate that U.S. consumers' feminist attitudes can influence positively their evaluations of sexual images of women in advertisements. This study tested the generalizability of that finding in Korea—a country with a much different cultural background. Employing the Feminist Perspectives Scale, which provides a more complex view of feminist attitudes, the results reaffirm the positive effect of feminist attitudes in general but also show that consumers holding conservative and liberal feminist perspectives evaluated more favorably—and deemed more ethical—sexual advertisements featuring women, compared with consumers with a radical feminist perspective. In sum, feminist attitudes and their effects on responses to sexual advertisements are not monolithic and are somewhat counterintuitive—important information for marketers to consider. ER -