ETHICAL JUDGMENT OF FEMININE EROTIC IMAGES IN ADVERTISEMENT: THE ROLE OF ARCHETYPAL REPRESENTATIONS OF FEMININITY

Archive ouverte : Communication dans un congrès

Ardelet, Caroline | Slavich, Barbara | de Kerviler, Gwarlann

Edité par HAL CCSD

International audience. The objective of this study is to examine what determines women’s ethical judgments of advertisements portraying feminine erotic images. The findings demonstrate that women ethical judgment is negatively correlated to perception of male dominance in the advertisement. The role of perceived male dominance on ad ethic judgments depend on self-identified archetypal representations of femininity about women social identities (e.g. Lover, Hero or Explorer social identities) and on women’s social image (e.g. intense vs neutral make-up). Our hypotheses find support in a survey of 84 women evaluating a fashion advertisement portraying a feminine erotic image. . The objective of this study is to examine what determines women's ethical judgments of advertisements portraying feminine erotic images. The findings demonstrate that women ethical judgment is negatively correlated to perception of male dominance in the advertisement. The role of perceived male dominance on ad ethic judgments depend on self-identified archetypal representations of femininity about women social identities (e.g. Lover, Hero or Explorer social identities) and on women's social image (e.g. intense vs neutral make-up). Our hypotheses find support in a survey of 84 women evaluating a fashion advertisement portraying a feminine erotic image. Abstract: L'objectif de cette étude est d'examiner les facteurs déterminants la perception de l'éthique des publicités mettant en scène des images érotiques féminines. Les résultats montrent que plus les femmes perçoivent une domination masculine dans la publicité, moins elles jugent la publicité éthique. L'impact de la perception de domination masculine sur l'éthique de la publicité dépend de la représentation archétypale de la féminité à laquelle les femmes s'identifient : l'identité sociale féminine (Amoureuse, Dirigeante ou Exploratrice) et l'image sociale féminine (maquillage intense ou naturel). Notre étude s'appuie sur une étude quantitative en ligne auprès d'un panel de 84 femmes françaises évaluant une publicité de mode mettant en scène une image érotique féminine.

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