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Ethical Judgment Of Feminine Erotic Images In Advertisement: The Role Of Archetypal Representations Of Femininity

Author

Listed:
  • Caroline Ardelet

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

  • Barbara Slavich

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Gwarlann de Kerviler

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

Abstract

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.

Suggested Citation

  • Caroline Ardelet & Barbara Slavich & Gwarlann de Kerviler, 2018. "Ethical Judgment Of Feminine Erotic Images In Advertisement: The Role Of Archetypal Representations Of Femininity," Post-Print hal-01735787, HAL.
    • Handle: RePEc:hal:journl:hal-01735787
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01735787
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    Keywords

    Advertising; Ethics; Femininity; Archetypes;
    All these keywords.

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