PT  - JOURNAL ARTICLE
AU  - Choi, Hojoon
AU  - Yoo, Kyunga
AU  - Reichert, Tom
AU  - Northup, Temple
TI  - Feminism and Advertising: Responses To Sexual Ads Featuring Women
AID  - 10.2501/JAR-2020-010
DP  - 2020 Jun 01
TA  - Journal of Advertising Research
PG  - 163--178
VI  - 60
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/60/2/163.short
4100  - http://www.journalofadvertisingresearch.com/content/60/2/163.full
SO  - J Advert Res2020 Jun 01; 60
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.