Sex and Sexism in Australian Alcohol Advertising: (Why) Are Women More Offended than Men?

Abstract

ABSTRACT Alcohol advertisements often attract criticism for portraying women in an overtly sexual and demeaning fashion, with past research finding that women are more critical than men. The first study reported here found that neither feminism nor gender role identity added substantial explanatory power beyond that of gender. Females reported more negative attitudes toward ads that used demeaning sexual appeals and more positive attitudes toward empowering appeals. The second study provided quantitative evidence in support of the assumption that it is offensive sexual portrayals, rather than other aspects of sexist advertisements, that are disliked. Keywords: Advertising, Australia, Alcohol, Sexism, Consumer Attitudes