The Imaginary Intrasexual Competition: Advertisements Featuring Provocative Female Models Trigger Women to Engage in Indirect Aggression

Borau, Sylvie; Bonnefon, Jean‐François

doi:10.1007/s10551-017-3643-y

Cited by 26 publications

(16 citation statements)

References 83 publications

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“…Although advertising practitioners widely acknowledge the potential strategic benefits and risks associated with female-disparaging advertisements, we respond to calls to empirically examine the perceived ethicality of female-disparaging ads, as well as the effects on ad and brand attitudes (c.f. Borau and Bonnefon 2017;Choi et al 2016;LaTour and Henthorne 1994;Putrevu and Swimberghek 2013;Snyder 2008). We also examine the effects of femaledisparaging advertisements on perceptions of ethicality, by taking into account consumers' biological and gender characteristics (i.e.…”

Section: Discussionmentioning

confidence: 99%

“…Hence, our results indicate that greater steps should be taken to examine the impact of such depictions on the beliefs of consumers, again raising the still-unresolved ethical issue of whether advertising messages 'reflect ', 'reward', 'encourage' or 'mould' societal and moral values (Gulas et al 2010;Knoll et al 2011;Zimmerman and Dahlberg 2008). However, over time, reasoned public debates, articles and seminars at schools may persuade individuals to re-evaluate their subjective moral stances, as per Rawls' (1971) 'veil of ignorance', and hopefully become more liberated and less dogmatic regarding gender issues (Borau and Bonnefon 2017;Haidt 2013). According to Rawls' (1971) theory, people can make ethically-impartial judgments by secluding themselves behind a 'veil of ignorance'.…”

Section: Discussionmentioning

confidence: 99%

“…Given the prevalence of sexism in today's advertising landscape (Borau and Bonnefon 2017;Plakoyiannaki et al 2008), there is a need to further investigate its effects (Eisend et al 2014).…”

Section: Disparaging Advertising and Disposition Theorymentioning

confidence: 99%

“…Given that advertising messages can shape people's thinking and influence their behaviour, scholars have called for further research to identify ethical issues and understand their effects in advertising (e.g. Borau and Bonnefon 2017;Drumwright and Murphy 2009;Shabbir et al 2018;Snyder 2008;Zayer and Coleman 2015); in particular, examining the role of depictions of women in advertising (e.g. Choi et al 2016;Cohan 2001;Plakoyiannaki et al 2008).…”

Section: Introductionmentioning

confidence: 99%

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

2018

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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.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

“…Given the prevalence of sexism in today's advertising landscape (Borau and Bonnefon 2017;Plakoyiannaki et al 2008), there is a need to further investigate its effects (Eisend et al 2014).…”

Section: Disparaging Advertising and Disposition Theorymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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

2018

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“…Based on the studies discussed above, having the attributes that are attractive to the opposite sex would allow individuals to succeed in attracting a partner. An individual that possesses the ideal desirable attributes will be a fierce competitor in the mating attraction context, posing a greater threat to rivals (Borau and Bonnefon 2017). In the context of mate attraction, rivals' attributes affect intrasexual competition, such that the most desirable same-sex individuals are more frequently targeted as potential threats.…”

Section: Ideal Partner Preferencesmentioning

confidence: 99%

Mate Retention Behaviours and Jealousy in Hypothetical Mate-Poaching Situations: Measuring the Effects of Sex, Context, and Rivals’ Attributes

Nascimento

Little

2019

Evolutionary Psychological Science

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Individuals have been found to perform a range of behaviours to retain their partners. This study investigated whether potential rivals' attributes and the situation influence individuals' intentions to display these mate retention strategies. University students (119) were assigned either to the university party or academic event situation. After reading each of five different scenarios manipulating a potential rival's characteristics (social dominance, status, physical dominance, physical attractiveness and seductive behaviours), participants reported their intentions to use mate-retention strategies in the presence of rivals possessing each of the attributes above. The situation did not significantly influence the frequency of mate retention. Individuals reported higher intentions to use mate-retention strategies in the presence of attractive and seductive rivals in comparison to the other attributes. These differences were stronger among women than men. Overall, this study demonstrated that the attributes of a potential rival play an important role in determining the frequency of mate-retention strategies.

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Behind the makeup: The effects of cosmetics on women's self‐objectification, and their objectification by others

Kellie

Brooks

2021

Euro J Social Psych

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Does wearing makeup benefit women by changing how they perceive themselves, and are the perceptions that others make of makeup wearers positive, or negative? In two pre-registered experiments, we investigated the effects of makeup on women's self-perceived traits, and others' objectifying perceptions of them. In Experiment 1, 229 women imagined one of four scenarios (e.g., a romantic date). Half applied makeup for that scenario before rating their self-perceived agency, humanness, romantic competitiveness towards other women and reactions to partner jealousy. Results showed little evidence that applying makeup affected women's self-perceived traits. In Experiment 2, 844 participants rated images of women's faces from Experiment 1 on their mental capacity and moral status. Women wearing more makeup were attributed less mental capacity and moral status, with attributions mediated by perceptions that heavier makeupwearers have more sex and are more physically attractive. Findings suggest that although women experience cultural pressure to wear makeup, negative stereotypes of makeup-wearers may lead to detrimental perceptions of women.

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The Imaginary Intrasexual Competition: Advertisements Featuring Provocative Female Models Trigger Women to Engage in Indirect Aggression

Cited by 26 publications

References 83 publications

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

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

Mate Retention Behaviours and Jealousy in Hypothetical Mate-Poaching Situations: Measuring the Effects of Sex, Context, and Rivals’ Attributes

Behind the makeup: The effects of cosmetics on women's self‐objectification, and their objectification by others

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