ETHICAL JUDGMENT OF FEMININE EROTIC IMAGES IN ADVERTISEMENT: THE ROLE OF ARCHETYPAL REPRESENTATIONS OF FEMININITY

Abstract : The objective of this study is to examine what determines women’s ethical judgments of advertisements portraying feminine erotic images. The findings demonstrate that women ethical judgment is negatively correlated to perception of male dominance in the advertisement. The role of perceived male dominance on ad ethic judgments depend on self-identified archetypal representations of femininity about women social identities (e.g. Lover, Hero or Explorer social identities) and on women’s social image (e.g. intense vs neutral make-up). Our hypotheses find support in a survey of 84 women evaluating a fashion advertisement portraying a feminine erotic image.
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Caroline Ardelet, Barbara Slavich, Gwarlann de Kerviler. ETHICAL JUDGMENT OF FEMININE EROTIC IMAGES IN ADVERTISEMENT: THE ROLE OF ARCHETYPAL REPRESENTATIONS OF FEMININITY. 34è Congrès International de l'AFM : Strasbourg 2018, May 2018, Strasbourg, France. ⟨hal-01735787⟩

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