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Social Concerns in Advertising: The Motives Behind the Indifference Towards Sexism Displayed in Advertising During the Purchase Decision
Abstract
Sexism is a complex construct since authors have different notions to present about the topic. Some of them state that sexism is the actions of prejudice based on gender. Therefore, to understand the evolution of sexism in advertising, we should focus on a niche that is provided by the emotional appeals: sexual appeal. The consequences of these stereotypes range from affecting female self-image to misogynistic teachings to which female, male, and child sex are exposed in the ads in question. In today's society, feminists, activists, consumers, and some media have been expressing concern about the sexist representation of women in advertising. In an exploratory and conceptual perspective, this chapter presents contributions for communication, marketing, and publicity around the phenomenon of sexism.
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