Does Humour Influence Perceptions of the Ethicality of Female-Disparaging Advertising?

Abstract

This article responds to calls for further research on ethical issues in advertising. The study examines whether advertising strategies which use female-disparaging themes are perceived as ethical, and what effect this has on ad and brand attitudes. It also examines whether or not humour assuages ethical evaluations of female-disparaging ads. The findings from an experimental research design, which included 336 British respondents, show that nondisparaging and non-humorous ads are considered to be the most ethical, while disparaging ads (regardless of the level of humour) are considered the least ethical. Across the board, female-disparaging ads are not perceived as ethical; however, high benevolent sexists appear to favour them most. Finally, an ad's perceived ethicality mediates the relationship between ad disparagement and ad attitudes; likewise, an ad's perceived ethicality and ad attitudes mediate the relationship between an ad's female disparagement and brand attitudes. Femaledisparaging ads should be avoided given that they are perceived as less ethical and given the impact that advertising has on behaviour, as well as on societal and moral values. Advertisers should also avoid using female-disparaging advertising themes, even light-hearted ones, since they constitute a risky strategy for the ad and the brand as they can backfire and alienate consumers.

A superiority–inferiority hypothesis on disparagement humor: The role of disposition toward ridicule

“…Moreover, this study builds upon previous research on the moderating role of individual differences in disparaging humorous advertising effectiveness (Grougiou et al, 2018; Newton et al, 2016). In addition to Newton et al's (2016) study, that underlined the role of superiority on perceived humorousness and brand attitude, we introduce the influence of inferiority, thus directing new avenues for research in humor and advertising.…”

“…In addition to Newton et al's (2016) study, that underlined the role of superiority on perceived humorousness and brand attitude, we introduce the influence of inferiority, thus directing new avenues for research in humor and advertising. Elaborating on recent findings (Grougiou et al, 2018), we advocate that the proposed conceptual model holds, notwithstanding the level of the disparaging ad's perceived ethicality. Stern, 1996).…”

“…Apart from the measures used in the first study, the second study incorporated a four-item scale for perceived superiority (Newton et al, 2016;e.g., This ad makes me feel superior-α = .86) and a fiveitem scale for perceived inferiority (e.g., This ad makes me feel inferior-α = .91). Perceived ethicality (Grougiou et al, 2018; four bipolar items, e.g., This ad is morally right/not morally right; α = .83), mood (Peterson & Sauber, 1983; four-items, e.g., As I answer these questions, I feel cheerful; α = .77), ad comprehension, intention to seek a beach for holidays, prior attitude toward the beach, and T A B L E 3 Moderated mediation analysis of disparaging ad (identification with the advertising character acting as victimizer vs. victim) on attitude toward the brand (Study 1) F I G U R E 3 TheThe moderating effect of (a) katagelasticism and (b) gelotophobia on the relationship between disparaging ad (identification with the advertising character acting as victimizer vs. victim) and perceived humorousness (Study 1) [Colour figure can be viewed at wileyonlinelibrary.com] intention to visit the specific beach were also measured as potential covariates.…”

“…Apart from the measures used in the first study, the second study incorporated a four‐item scale for perceived superiority (Newton et al, 2016; e.g., This ad makes me feel superior— α = .86) and a five‐item scale for perceived inferiority (e.g., This ad makes me feel inferior— α = .91). Perceived ethicality (Grougiou et al, 2018; four bipolar items, e.g., This ad is morally right/not morally right; α = .83), mood (Peterson & Sauber, 1983; four‐items, e.g., As I answer these questions, I feel cheerful; α = .77), ad comprehension, intention to seek a beach for holidays, prior attitude toward the beach, and intention to visit the specific beach were also measured as potential covariates.…”

“…Theories adopting the superiority approach have been extensively used in the discussion of disparagement humor and its impact on the perception and appreciation of humorous advertising (Grougiou, Balabanis, & Manika, 2018). The superiority theory, that implies a triadic relationship between victimizer, victim, and audience, proclaims a stronger appreciation of disparagement humor when the audience has high identification with (or a positive disposition toward) the victimizer and at the same time low identification with (or a negative disposition toward) the victim of the joke, as this increases their sense of superiority (Zillmann & Cantor, 1972).…”