Female Objectification and Sexualisation In Advertising and Its Development in The Last 20 years
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| Format: | Thesis |
| Kulcsszavak: | advertising consumer behaviour Female objectification Female sexualisation marketing communication |
| Online Access: | http://dolgozattar.uni-bge.hu/40172 |
| Abstract: | The purpose of this research paper is to analyze the trend of objectification and sexualization of women in advertising. Female objectification and sexualisation (FOAS) is a contentious but widely used advertising strategy. A literature review and empirical research were conducted to attain this purpose. The primary findings of a questionnaire conducted in Hungary and Kazakhstan revealed that both women and men have a negative opinion about the use of FOAS in advertising, which can affect a brand's image and even willingness to buy a product. The study also shows that all genders hold comparable views, and that neutral or female-empowering commercials are more warmly received. |
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