Citation

Capella ML, Hill RP, Rapp JM, Kees J. J. Advert. 2010; 39(4, Sp. Iss.): 37-51.

Copyright

(Copyright © 2010, Board of Directors, Journal of Advertising / American Academy of Advertising, Publisher M E Sharpe)

DOI

10.2753/JOA0091-3367390403

PMID

unavailable

Abstract

Understanding the impact of portrayals of violence and abuse by advertising media, especially when directed at women, requires our going beyond concerns about effectiveness of such marketing communications. Previous research finds an unequivocal and harmful increased acceptance of cross-gender aggression and rape within society as a result of sexualized violence. However, none of these investigations examines the impact of violence as an advertising appeal. Thus, our research looks at the influence of sexualized violence in ads on rape myth beliefs and traditional consumer behavior variables. The findings from our study suggest that sexualized violence appeals may impact important advertising variables and appeal to specific market segments, but nevertheless have little value for marketing success.