The Impact of Women in Advertisements on Attitudes Toward Women

The Impact of Women in Advertisements on Attitudes Toward Women The present study extends existing research showing a link between images of women in advertisements and sexual attitudes. We examined also the impact of seeing sex image and progressive advertisements on attitudes toward feminism and the women's movement. Ninety-two undergraduate academic and technology white middle-class students were assigned to one of two conditions: rating either sex image or progressive advertisements. All participants then completed four subscales of M. R. Burt's [(1980) “Cultural Myths and Supports for Rape,” Journal of Personality and Social Psychology, Vol. 38, pp. 217-230] Sexual Attitudes Survey and R. E. Fassinger's [(1994) “Development and Testing of the Attitudes Toward Feminism and the Women's Movement (FWM) Scale,” Psychology of Women Quarterly, Vol. 18, pp. 389-402] Feminism and Women's Movement Scale. Major findings include replication of previous data showing a relation between viewing sex image advertisements and reporting attitudes supportive of sexual aggression. Those seeing sex image advertisements also showed lower acceptance of feminism. It is suggested that continuous presentation of such advertisements undermines women's striving for equality. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

The Impact of Women in Advertisements on Attitudes Toward Women

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Publisher
Kluwer Academic Publishers-Plenum Publishers
Copyright
Copyright © 1997 by Plenum Publishing Corporation
Subject
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1023/A:1025613923786
Publisher site
See Article on Publisher Site

Abstract

The present study extends existing research showing a link between images of women in advertisements and sexual attitudes. We examined also the impact of seeing sex image and progressive advertisements on attitudes toward feminism and the women's movement. Ninety-two undergraduate academic and technology white middle-class students were assigned to one of two conditions: rating either sex image or progressive advertisements. All participants then completed four subscales of M. R. Burt's [(1980) “Cultural Myths and Supports for Rape,” Journal of Personality and Social Psychology, Vol. 38, pp. 217-230] Sexual Attitudes Survey and R. E. Fassinger's [(1994) “Development and Testing of the Attitudes Toward Feminism and the Women's Movement (FWM) Scale,” Psychology of Women Quarterly, Vol. 18, pp. 389-402] Feminism and Women's Movement Scale. Major findings include replication of previous data showing a relation between viewing sex image advertisements and reporting attitudes supportive of sexual aggression. Those seeing sex image advertisements also showed lower acceptance of feminism. It is suggested that continuous presentation of such advertisements undermines women's striving for equality.

Journal

Sex RolesSpringer Journals

Published: Oct 14, 2004

References

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