Are negative reactions to sexist appeals in alcohol advertisements a function of feminism or gender?
Conference paper
Jones, Sandra C.. (2005). Are negative reactions to sexist appeals in alcohol advertisements a function of feminism or gender? Discourse, Diversity and Distinction : Macromarketing at 30 Years : 30th Annual Macromarketing Conference. St. Petersburg, Florida, United States of America 28 - 31 May 2005 St. Petersburg, Florida: The Macromarketing Society, Inc. pp. 96-103
Authors | Jones, Sandra C. |
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Type | Conference paper |
Abstract | Anecdotal evidence suggests that the use of sexual appeals in alcohol advertising is increasing. It has been shown that the use of sex appeals may result in a more negative attitude towards the brand, particularly among female consumers. This study investigates the proposition that this is the effect of feminist ideology rather than, or in addition to, biological gender. The results show that female respondents have more negative attitudes towards alcohol advertisements utilizing overt (or demeaning) sexual appeals than males and more positive attitudes towards alcohol advertisements utilizing feminist (empowering) appeals than males; and that there is no consistent independent effect of self-reported feminism. |
Year | 2005 |
Publisher | The Macromarketing Society, Inc |
Open access | Open access |
Publisher's version | License All rights reserved File Access Level Open |
Book title | Discourse, diversity and distinction : Macromarketing at 30 years : Papers of the 30th Annual Macromarketing Conference |
Page range | 96-103 |
Web address (URL) of conference proceedings | http://www.macromarketing.org/past.html |
Research Group | Centre for Health and Social Research |
Output status | Published |
Publication dates | |
Online | 2005 |
Place of publication | St. Petersburg, Florida |
https://acuresearchbank.acu.edu.au/item/85qvq/are-negative-reactions-to-sexist-appeals-in-alcohol-advertisements-a-function-of-feminism-or-gender
Download files
Publisher's version
OA_Jones_2005_Are_negative_reactions_to_sexist_appeals.pdf | |
License: All rights reserved | |
File access level: Open |
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