TY  - JOUR
PY  - 2023//
TI  - Advertising and psychology: strategies to reduce violence against women
JO  - Paidéia (Ribeirão Preto)
A1  - Pérez-Nebra, Amalia Raquel
A1  - Silva, Ana Júlia Gonçalves Paula da
A1  - Couto, Cleno
A1  - Costa, Monique Tostes Portugal
A1  - Homonnai, Catarina Teixeira
A1  - Modesto, João Gabriel
SP  - e3306
EP  - e3306
VL  - 33
IS  - 
N2  - The COVID-19 exacerbated violence against women. This study evaluated the possible efficacy of using advertising pieces containing the hypocrisy paradigm, the contrast principle, and moral disengagement mechanisms to prevent and reduce violence against women. We conducted two studies which included exclusively men as participants. Study 1 (n=400; M age =21.69; Me=20.00; SD=5.79) used traditional pieces on violence against women, manipulating only their moral disengagement phrases. <br><br>RESULTS suggest that the phrase combined with traditional images is either ineffective or has a rebound effect. Study 2 (n=303; M age =21.38; Me=20.00; SD=4.94) manipulated the image in Study 1, showing more effective results regarding hostility. However, physical aggression showed no significant differences. Finally, some pieces generated a rebound effect, increasing participants' self-perception of aggression. The use of advertising can act as an ally or an enemy of public policies if their effectiveness lacks proper testing.<p />  <p>Language: en</p>
LA  - en
SN  - 0103-863X
UR  - http://dx.doi.org/10.1590/1982-4327e3306
ID  - ref1
ER  -