The moral ambiguity of advertising: spreading sexism under the mask of humor

• Autores: Nicoleta Groza, Jordi Fernández Cuesta
• Localización: La Representació de gènere a la publicitat del segle XXI, 2009, ISBN 9788484583073
• Idioma: inglés
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• Resumen

  • The primary objective of this research is to analyze the perception of sexist humor in advertising. Specifically, it investigates whether there is a positive or a negative aspect to the inclusion of humor and sexism in an advertising discourse, and examines the receiver’s attitude and perception of sexist humor. Data from 38 students enrolled at the Universidad Autonòma de Barcelona revealed that sexist humor in advertising was perceived as funny and harmless. Both women and men enjoyed sexist humor in advertising and perceived it as less offensive when it was directed at the opposite gender.