Are negative reactions to sexist appeals in alcohol advertisements a function of feminism or gender?
This conference paper was originally published as Jones, SC, Are negative reactions to sexist appeals in alcohol advertisements a function of feminism or gender?, Discourse, Diversity and Distinction: Macromarketing at 30 Years, Papers of the 30th Annual Macromarketing Conference, St. Petersburg, Florida, USA, 28 – 31 May 2005. Original conference information available here
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.
S. C. Jones. "Are negative reactions to sexist appeals in alcohol advertisements a function of feminism or gender?" Faculty of Health & Behavioural Sciences - Papers.. Jan. 2005.
Available at: http://works.bepress.com/sjones/54