The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective

This study measures attitudes of young women to sexually objectified advertising. A survey combining elements of two previous studies (Ford, LaTour, and Lundstrom, 1991; Mittal and Lassar, 2000) was administered to 94 female undergraduates.

The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective

Amanda ZimmermanCanisius CollegeJohn DahlbergCanisius College

Since the rebirth of the women's movement in the 1960s, critics consistently have raged against the way advertising treats women. Scantily clad, suggestively portrayed women sell every different type of product on television, in magazines, and now on personal computer screens, in increasing numbers, since the 1980s. In the past, young, educated women were the strongest critics of advertisements. Many of the changes in the advertising industry occurred because these women raised their voices in protest. This study examines how today's...

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