The Impact of Violence Against Women in Advertisements

Understanding the impact of portrayals of violence and abuse by advertising media, especially when directed at women, requires our going beyond concerns about effectiveness of such marketing communications. Previous research finds an unequivocal and harmful increased acceptance of cross-gender aggre...

Full description

Saved in:
Bibliographic Details
Published in:Journal of advertising 2010-12, Vol.39 (4), p.37-52
Main Authors: Capella, Michael L., Hill, Ronald Paul, Rapp, Justine M., Kees, Jeremy
Format: Article
Language:English
Subjects:
Abused women
Advertising
Advertising campaigns
Advertising media
Advertising research
Aggressiveness
Attitudes
Behavioural psychology
Business studies
Consumer behavior
Consumers
Gender-based violence
Human aggression
Impact analysis
Marketing
Men
Portrayals
Power
Print advertising
Psychological effects
Public service announcements
Rape
Research methodology
Sex crime
Sex crimes
Sexual violence
Social representations
Society
Studies
Television advertising
Television violence
U.S.A
Violence
Violence against women
Women
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Understanding the impact of portrayals of violence and abuse by advertising media, especially when directed at women, requires our going beyond concerns about effectiveness of such marketing communications. Previous research finds an unequivocal and harmful increased acceptance of cross-gender aggression and rape within society as a result of sexualized violence. However, none of these investigations examines the impact of violence as an advertising appeal. Thus, our research looks at the influence of sexualized violence in ads on rape myth beliefs and traditional consumer behavior variables. The findings from our study suggest that sexualized violence appeals may impact important advertising variables and appeal to specific market segments, but nevertheless have little value for marketing success.
ISSN:0091-3367
1557-7805
DOI:10.2753/JOA0091-3367390403