Matches in SemOpenAlex for { <https://semopenalex.org/work/W2893263203> ?p ?o ?g. }
- W2893263203 endingPage "16" @default.
- W2893263203 startingPage "1" @default.
- W2893263203 abstract "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 non-disparaging 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. Female-disparaging 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." @default.
- W2893263203 created "2018-10-05" @default.
- W2893263203 creator A5020828338 @default.
- W2893263203 creator A5032621308 @default.
- W2893263203 creator A5070664588 @default.
- W2893263203 date "2018-10-04" @default.
- W2893263203 modified "2023-09-25" @default.
- W2893263203 title "Does Humour Influence Perceptions of the Ethicality of Female-Disparaging Advertising?" @default.
- W2893263203 cites W138106057 @default.
- W2893263203 cites W1481727282 @default.
- W2893263203 cites W1574005990 @default.
- W2893263203 cites W1577759329 @default.
- W2893263203 cites W1902840135 @default.
- W2893263203 cites W1907225883 @default.
- W2893263203 cites W1965375625 @default.
- W2893263203 cites W1976165808 @default.
- W2893263203 cites W1977357307 @default.
- W2893263203 cites W1980853070 @default.
- W2893263203 cites W1982321666 @default.
- W2893263203 cites W1982389250 @default.
- W2893263203 cites W1983912405 @default.
- W2893263203 cites W1984426948 @default.
- W2893263203 cites W1989778904 @default.
- W2893263203 cites W1990258250 @default.
- W2893263203 cites W1992035830 @default.
- W2893263203 cites W1994833863 @default.
- W2893263203 cites W1995200927 @default.
- W2893263203 cites W1997671478 @default.
- W2893263203 cites W1998004035 @default.
- W2893263203 cites W2002572667 @default.
- W2893263203 cites W2008067058 @default.
- W2893263203 cites W2008144594 @default.
- W2893263203 cites W2009120811 @default.
- W2893263203 cites W2010315209 @default.
- W2893263203 cites W2012395745 @default.
- W2893263203 cites W2012459249 @default.
- W2893263203 cites W2012853817 @default.
- W2893263203 cites W2013569017 @default.
- W2893263203 cites W2015573195 @default.
- W2893263203 cites W2018266779 @default.
- W2893263203 cites W2018281211 @default.
- W2893263203 cites W2023213189 @default.
- W2893263203 cites W2024306642 @default.
- W2893263203 cites W2028411782 @default.
- W2893263203 cites W2031785505 @default.
- W2893263203 cites W2035991273 @default.
- W2893263203 cites W2038408876 @default.
- W2893263203 cites W2040317328 @default.
- W2893263203 cites W2046295016 @default.
- W2893263203 cites W2049580391 @default.
- W2893263203 cites W2054300093 @default.
- W2893263203 cites W2059311942 @default.
- W2893263203 cites W2060068866 @default.
- W2893263203 cites W2060197510 @default.
- W2893263203 cites W2060955547 @default.
- W2893263203 cites W2064090456 @default.
- W2893263203 cites W2064125065 @default.
- W2893263203 cites W2066241837 @default.
- W2893263203 cites W2070679881 @default.
- W2893263203 cites W2076033019 @default.
- W2893263203 cites W2079176118 @default.
- W2893263203 cites W2081999248 @default.
- W2893263203 cites W2082204732 @default.
- W2893263203 cites W2084791837 @default.
- W2893263203 cites W2085187045 @default.
- W2893263203 cites W2087773270 @default.
- W2893263203 cites W2089139195 @default.
- W2893263203 cites W2089868698 @default.
- W2893263203 cites W2094572259 @default.
- W2893263203 cites W2098131611 @default.
- W2893263203 cites W2098804822 @default.
- W2893263203 cites W2099068279 @default.
- W2893263203 cites W2103381347 @default.
- W2893263203 cites W2107576483 @default.
- W2893263203 cites W2111515493 @default.
- W2893263203 cites W2112794329 @default.
- W2893263203 cites W2112894995 @default.
- W2893263203 cites W2113393734 @default.
- W2893263203 cites W2114049839 @default.
- W2893263203 cites W2116323796 @default.
- W2893263203 cites W2121232894 @default.
- W2893263203 cites W2127997944 @default.
- W2893263203 cites W2136143765 @default.
- W2893263203 cites W2139247364 @default.
- W2893263203 cites W2143897586 @default.
- W2893263203 cites W2149653101 @default.
- W2893263203 cites W2151090711 @default.
- W2893263203 cites W2151519648 @default.
- W2893263203 cites W2152697180 @default.
- W2893263203 cites W2153004266 @default.
- W2893263203 cites W2156022826 @default.
- W2893263203 cites W2156267029 @default.
- W2893263203 cites W2159596588 @default.
- W2893263203 cites W2171489035 @default.
- W2893263203 cites W2271481652 @default.
- W2893263203 cites W2275591480 @default.
- W2893263203 cites W2299116794 @default.
- W2893263203 cites W2327342273 @default.