Female Objectification and Sexualisation In Advertising and Its Development in The Last 20 years

Amanzholova Dana (2022) Female Objectification and Sexualisation In Advertising and Its Development in The Last 20 years. Faculty of Commerce, Catering and Tourism.

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Abstract

The purpose of this research paper is to analyze the trend of objectification and sexualization of women in advertising. Female objectification and sexualisation (FOAS) is a contentious but widely used advertising strategy. A literature review and empirical research were conducted to attain this purpose.  The primary findings of a questionnaire conducted in Hungary and Kazakhstan revealed that both women and men have a negative opinion about the use of FOAS in advertising, which can affect a brand's image and even willingness to buy a product. The study also shows that all genders hold comparable views, and that neutral or female-empowering commercials are more warmly received.

Institution

Budapest Business University

Kar

Faculty of Commerce, Catering and Tourism

Department

Kereskedelem Tanszék

Tudományterület/tudományág

UNSPECIFIED

Szak

Kereskedelem és marketing

Item Type: Thesis (UNSPECIFIED)
Uncontrolled Keywords: advertising, consumer behaviour, Female objectification, Female sexualisation, marketing communication
SWORD Depositor: Archive User
Depositing User: Archive User
Date Deposited: 2022. Jul. 15. 11:25
Last Modified: 2022. Jul. 15. 11:25

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