Feminism and advertising: Responses to sexual ads featuring women: How the differential influence of Feminist perspectives can inform targeting strategies

Recent studies indicate that U.S. consumers' feminist attitudes can influence positively their evaluations of sexual images of women in advertisements.
Choi, Yoo, Reichert, and Northup


  • Despite the conventional wisdom, consumers with positive attitudes toward third-wave (or liberal contemporary) feminism positively evaluated sexual images of women in advertisements. This finding is generalizable across countries with different cultural backgrounds.
  • Overall, the Feminist Perspectives Scale is useful for audience targeting and segmentation.
  • A clearer understanding of feminist perspectives provides a useful key to interpret the source of negative feedback.
  • Advertising practitioners carefully should assess feminist trends, which evolve over time.


Contrary to previous research indicating that feminism and sexual objectification of women...

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