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 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.

Main Author: Capella, Michael.
Other Authors: Hill, Ronald., Rapp, Justine., Kees, Jeremy.
Format: Villanova Faculty Authorship
Language: English
Published: 2010
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