Sex in Advertising: A Comparison of 1964 and 1984 Magazine Advertisements

Marxist Feminist Perspective of Corporate Gender Disclosures

“…Over many years, 'the advertising industry has been attacked by renowned feminist activists who claim violation of dignity of women on several fronts' (Ford, LaTour & Lundstrom 1991: 15). In many studies such as Soley and Kurzbard (1986), Lysonski (1983), Kerin, Lundstrom and Sciglimpaglia (1979), Ferguson, Kreshel and Tinkham (1990), Wiles et al (1995), Stankiewicz and Rosselli (2008), it was seen that women's traditional roles get highlighted in the advertisements of the companies. Women are mostly portrayed as housewives, and sex objects concerned with physical attractiveness (Ford et al 1991).…”

Power, Ethnic Origin, and Sexual Objectification

“…Some studies have examined how Western Caucasian female models are more objectified in advertisements compared with Asian female models (Arima, 2003;Busby & Leichty, 1993;Cheng, 1997). In mainstream Western magazines, Caucasian female models are often depicted standing in stereotypically suggestive poses and making eye contact with the camera, so as to effectively convey intimacy and seduce the consumer (Goffman, 1979;Shields, 1990;Soley & Kurzbad, 1986). Cheng (1997) compared women in Chinese and American television commercials and found that, compared with women in Chinese television commercials, American women wear less modest and more suggestive clothing.…”

How Sexuality in Elegance of Advertising and Congruency of Product Influence Brand Evaluation? (The Study of Consumer Behavior using an Experimental Design Approach)

“…Although the literature review indicates the relationship between sexuality and positive evaluation of the brand, but some literature also indicates that the relationship is moderated by several variables, including gender (see Baummeister, 2001;Orth et al, 2004;Baker, 2005), culture (Odekerken -SchroÈder et al, 2002;Schroeder & Zwick, 2004), states (see Luqmani et al, 1987;Gilly, 1988;Ashil & Yawas, 2005), year (see Soley & Kurzbard, 1986), the relevance or the congruence of the product (see Peterson and Kerin, 1997;LaTour, 1990). This study conceptualized that the congruencyof product is a variable that moderate the relationship between the sexuality in elegance of advertising and the positive evaluation of the brand.…”