This study examined the cultural differences of female beauty ideals in the US, Singapore and Taiwan in the context of magazine ads. The study found that, based on magazine advertisements and depictions of female beauty, the US places more importance in terms of beauty on the female body, whereas Singapore and Taiwan focus more on a pretty face. They were able to come to this conclusion because US ads focused more on clothing, whereas the Asian ads focused more on cosmetics.
This study examined how women’s and men’s perceptions of their own body image changed as they viewed sexist or nonsexist ads. Both men and women that viewed sexist ads had a more negative perception of their body than those who viewed nonsexist or neutral advertisements. The study found that sexist advertisements cause women to want to be thinner and cause men to want to be more muscular, indicating that depression or loss of self-esteem may be indirectly exacerbated or caused by exposure to sexist TV ads.
This study examined the link between negative images of women in advertising and attitudes about sexuality and feminism. The study found a link between increased viewing of negative female sex portrayals in advertisements and attitudes supporting sexual aggression and a lower acceptance of feminism in both males and females. This implies that if women are shown as sex objects in advertisements, violence against them is seen as more acceptable, and that, overall, these advertisements are undermining major advances made by the women’s movement.
This study analyzed how subjects’ responses to advertisements changed after watching a media literacy video. The study found that, after viewing the media literacy video, women respondents were more likely to be offended by ads containing negative images of women, compared to women respondents who did not watch the video. Conversely, men who watched the video did not have any different response than those that did not watch the video. The study proves the effectiveness of media literacy education, but also perhaps something else needs to be done to better reach men.
This study compared gender role portrayals in advertising in The Netherlands, Sweden, and the USA, and found that each country had similar portrayals. Specifically, the study found that all countries were more likely to depict men in working roles than women. The Netherlands and Sweden in particular were more likely to depict men as high-level executives.
This study interviewed female undergraduate students, gaging their responses to female portrayals in advertisements. The students agreed that females are portrayed as sex objects in advertisements, but they were less offended than female respondents in 1991, if not entirely indifferent. This suggests that female portrayal as sex objects may have increased since 1991, causing women to become more accustomed and thus desensitized to the image. The study also found that a company’s use of negative female portrayals did not change the students’ desire to buy their products.
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