Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general

Abstract

Although considerable research has examined attitude toward advertising in general (AG), little is known about AG's determinants. This study investigates gender stereotype-related constructs whose relationship with AG is understudied and unclear. Structural equation modeling demonstrates that attitude toward sex/nudity in advertising predicts AG indirectly through the perceived offensiveness of advertising. Also, the more consumers believe that advertising portrays gender stereotypes, the less favorable their AG. Multi-group analyses, however, demonstrate that offensiveness harms AG for men, but not women. Also, gender-stereotype attitudes harm AG for female and younger consumers, but do not harm AG for male or older consumers. These results have important implications for advertisers in message targeting and advertisement execution strategies. Also, because unfavorable AG increases demands for governmental oversight and interference, the advertising industry should strengthen self-regulation. This self-regulation should proscribe traditional gender stereotypes and excessively erotic ads that may offend consumers, even if those consumers are outside an advertiser's target market.

Keywords:

• gender stereotypes
• role portrayal inaccuracy
• sexism
• attitude toward advertising in general
• advertising offensiveness
• sex appeals
• nudity in advertisements

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Bruce A. Huhmann

Bruce A. Huhmann (PhD, University of Alabama) is a professor of marketing and director of the Daniels Fund Ethics Initiative at New Mexico State University. His research focuses on advertising executions, information processing and search, copy testing, healthcare and financial services marketing. He has published extensively in peer-reviewed publications, such as the Journal of Consumer Research, Journal of Advertising, Journal of Business Research, Journal of Public Policy and Marketing, International Journal of Advertising, and the Journal of the Academy of Marketing Science.

Yam B. Limbu

Yam B. Limbu (PhD, New Mexico State University) is an associate professor of marketing at Montclair State University. His research interests include pharmaceutical and healthcare marketing, consumer behavior, advertising, sales, and Internet marketing. His publications have appeared in the Journal of Current Issues and Research in Advertising, Industrial Marketing Management, Health Communication, and numerous other journals. He currently serves as vice president of the Society for Global Business and Economic Development. He is a board member of the Business and Applied Sciences Academy of North America. He has been serving as an associate editor for the International Journal of Business and Applied Sciences.