Sexual Objectification of Women in Advertisements: The Influence of Consumer Attitudes on Brand Image
(2018) BUSN39 20181Department of Business Administration
- Abstract
- Problematisation: Previous findings on the use of female sexual objectification in advertising have been mixed and inconsistent. A social shift in society in combination with the presence of sexually objectifying advertisements have created a need to understand consumer attitudes towards brands that make use of these advertisements in the current landscape.
Research Aim and Purpose: The purpose of this study is to investigate Swedish young adults’ attitudes towards sexual objectification of women in advertisements and how these influence companies’ brand image. The study therefore aims to explore how Swedish young adults’ attitudes towards female sexually objectifying advertisements influence brand image.
Theoretical perspectives:... (More) - Problematisation: Previous findings on the use of female sexual objectification in advertising have been mixed and inconsistent. A social shift in society in combination with the presence of sexually objectifying advertisements have created a need to understand consumer attitudes towards brands that make use of these advertisements in the current landscape.
Research Aim and Purpose: The purpose of this study is to investigate Swedish young adults’ attitudes towards sexual objectification of women in advertisements and how these influence companies’ brand image. The study therefore aims to explore how Swedish young adults’ attitudes towards female sexually objectifying advertisements influence brand image.
Theoretical perspectives: This study advances theory and knowledge in literature on sexual objectification in advertising and brand management. Prior research findings are incorporated in order to get a better understanding about consumers’ attitudes towards sexually objectifying advertisements as well as the significance of brand image for companies. Through previous research findings, we propose an analytical framework, which suggests a potential connection between the Attitude-Towards-the-Ad model and brand image.
Methodology: The study follows an abductive approach and applies a qualitative research design. The data collection is conducted through semi-structured interviews using a topic guide based on the proposed analytical framework. 14 semi-structured interviews with Swedish young adults between the ages of 22-28 are conducted representing the empirical data of the study. The dimensions to analyse the influences on brand image are based on purchase intention, value, quality and awareness. Further, the analysis of the empirical data is managed using the analytical framework.
Empirical Data and Analysis: The results illustrate that brand image can be negatively
influenced through sexually objectifying advertisements. More specifically, the findings show that there are four main factors influencing young adults’ attitudes on brand image; lack of purpose, absence of reality, poor reflection on well-being, and misalignment of
contemporariness.
Discussion and Conclusion: The four factors are shown to work as mechanisms that can be
either positively or negatively triggered depending on the advertisement’s content, resulting in either a favourable or unfavourable influence on brand image. These four mechanisms can work individually or together to influence consumers’ brand images. Thus, on the basis of our research, we acknowledge a connection between consumer attitudes and brand image. As a result, we propose an extension of the Attitude-Towards-the-Ad model with brand image. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8948893
- author
- Huber, Rebecca LU and Lindgren, Linnéa LU
- supervisor
-
- Tommy Shih LU
- organization
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Sexual objectification, advertising, consumer attitudes, brand image, Attitude-Towards-the-Ad model
- language
- English
- id
- 8948893
- date added to LUP
- 2018-06-28 13:34:42
- date last changed
- 2018-06-28 13:34:42
@misc{8948893,
abstract = {{Problematisation: Previous findings on the use of female sexual objectification in advertising have been mixed and inconsistent. A social shift in society in combination with the presence of sexually objectifying advertisements have created a need to understand consumer attitudes towards brands that make use of these advertisements in the current landscape.
Research Aim and Purpose: The purpose of this study is to investigate Swedish young adults’ attitudes towards sexual objectification of women in advertisements and how these influence companies’ brand image. The study therefore aims to explore how Swedish young adults’ attitudes towards female sexually objectifying advertisements influence brand image.
Theoretical perspectives: This study advances theory and knowledge in literature on sexual objectification in advertising and brand management. Prior research findings are incorporated in order to get a better understanding about consumers’ attitudes towards sexually objectifying advertisements as well as the significance of brand image for companies. Through previous research findings, we propose an analytical framework, which suggests a potential connection between the Attitude-Towards-the-Ad model and brand image.
Methodology: The study follows an abductive approach and applies a qualitative research design. The data collection is conducted through semi-structured interviews using a topic guide based on the proposed analytical framework. 14 semi-structured interviews with Swedish young adults between the ages of 22-28 are conducted representing the empirical data of the study. The dimensions to analyse the influences on brand image are based on purchase intention, value, quality and awareness. Further, the analysis of the empirical data is managed using the analytical framework.
Empirical Data and Analysis: The results illustrate that brand image can be negatively
influenced through sexually objectifying advertisements. More specifically, the findings show that there are four main factors influencing young adults’ attitudes on brand image; lack of purpose, absence of reality, poor reflection on well-being, and misalignment of
contemporariness.
Discussion and Conclusion: The four factors are shown to work as mechanisms that can be
either positively or negatively triggered depending on the advertisement’s content, resulting in either a favourable or unfavourable influence on brand image. These four mechanisms can work individually or together to influence consumers’ brand images. Thus, on the basis of our research, we acknowledge a connection between consumer attitudes and brand image. As a result, we propose an extension of the Attitude-Towards-the-Ad model with brand image.}},
author = {{Huber, Rebecca and Lindgren, Linnéa}},
language = {{eng}},
note = {{Student Paper}},
title = {{Sexual Objectification of Women in Advertisements: The Influence of Consumer Attitudes on Brand Image}},
year = {{2018}},
}