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

Caroline Ardelet (), Barbara Slavich and Gwarlann de Kerviler ()
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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

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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.

Keywords: Advertising; Ethics; Femininity; Archetypes (search for similar items in EconPapers)
Date: 2018-05-16
New Economics Papers: this item is included in nep-hme and nep-mkt
Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01735787
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Published in 34è Congrès International de l'AFM : Strasbourg 2018, May 2018, Strasbourg, France

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