Sexism and Advertising in the Global World

Abstract

The contribution that active sexism and daily sexist attitudes and behaviours provide to gender inequality happens in a large scale and seems to be a recurrent problem. The majority of authors' state that sexism can be divided in two categories: benevolent sexism and hostile sexism. One of the major problems is that the concept of sexism still faces, along with the concept of feminism, its society misunderstanding of the concepts. In an exploratory and conceptual perspective, this chapter presents contributions for communication, marketing, and advertising around the phenomenon of sexism. In a more practical contribution, the case study focuses on the motives why sexism in advertising doesn't seem to bother consumers when they decide to purchase an item. This chapter aims to present a critical review and theoretical contribution about sexism and advertising in the global world.