Communality sells: The impact of perceivers' sexism on the evaluation of women's portrayals in advertisements
Version of Record online: 5 DEC 2011
Copyright © 2011 John Wiley & Sons, Ltd.
European Journal of Social Psychology
Volume 42, Issue 2, pages 219–226, March 2012
How to Cite
Infanger, M., Bosak, J. and Sczesny, S. (2012), Communality sells: The impact of perceivers' sexism on the evaluation of women's portrayals in advertisements. Eur. J. Soc. Psychol., 42: 219–226. doi: 10.1002/ejsp.868
- Issue online: 20 FEB 2012
- Version of Record online: 5 DEC 2011
- Manuscript Accepted: 19 OCT 2011
- Manuscript Received: 21 JUL 2010
Portrayals of women in advertisements have a significant impact on the maintenance of gender stereotypes in society. Therefore, the present research investigates the effectiveness of communal and agentic female characters in advertisements as well as the question how evaluations of such characters are influenced by perceivers' sexist attitudes toward women. Results show that communal female advertising characters are evaluated more favorably than agentic ones and that these evaluations predict advertising effectiveness. Benevolent sexism predicts more positive evaluations of communal female advertising characters (studies 1 and 2). Moreover, hostile sexism predicts less positive evaluations of agentic female advertising characters when it is assessed under time pressure (Study 2). Implications of these findings for the perpetuation of gender stereotypes in advertisements and in society are discussed. Copyright © 2011 John Wiley & Sons, Ltd.