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 163
OP 178
DO 10.2501/JAR-2020-010
VO 60
IS 2
A1 Choi, Hojoon
A1 Yoo, Kyunga
A1 Reichert, Tom
A1 Northup, Temple
YR 2020
UL http://www.journalofadvertisingresearch.com/content/60/2/163.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.