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Social Concerns in Advertising: The Motives Behind the Indifference Towards Sexism Displayed in Advertising During the Purchase Decision

Social Concerns in Advertising: The Motives Behind the Indifference Towards Sexism Displayed in Advertising During the Purchase Decision
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Author(s): Ana Sofia Cardoso (Universidade do Minho, Portugal), Bruno Barbosa Sousa (Polytechinc Institute of Cávado and Ave, Portugal)and Ana Teresa Pedreiro (University of Minho, Portugal)
Copyright: 2021
Pages: 15
Source title: Handbook of Research on Policies, Protocols, and Practices for Social Work in the Digital World
Source Author(s)/Editor(s): Fahri Özsungur (Mersin University, Turkey)
DOI: 10.4018/978-1-7998-7772-1.ch024

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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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