RT Journal Article SR Electronic T1 Feminism and Advertising: Responses To Sexual Ads Featuring Women JF Journal of Advertising Research JO J Advert Res FD WARC SP JAR-2020-010 DO 10.2501/JAR-2020-010 A1 Hojoon Choi A1 Kyunga Yoo A1 Tom Reichert A1 Temple Northup YR 2020 UL http://www.journalofadvertisingresearch.com/content/early/2020/04/22/JAR-2020-010.abstract AB 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.