Empowerment Sold Separately: Two Experiments Examine the Effects of Ostensibly Empowering Beauty Advertisements on Women’s Empowerment and Self-Objectification

Volume: 81, Issue: 9-10, Pages: 627 - 642
Published: Feb 21, 2019
Abstract
Empowerment-themed advertisements are becoming an attractive marketing strategy for companies due to their popularity among female consumers, but there is no known empirical work examining their effectiveness at increasing women’s felt empowerment. The explicit narrative of these ostensibly empowering advertisements seems empowering, but the visual messages still resemble traditionally objectifying campaigns, which have been known to lead to...
Paper Details
Title
Empowerment Sold Separately: Two Experiments Examine the Effects of Ostensibly Empowering Beauty Advertisements on Women’s Empowerment and Self-Objectification
Published Date
Feb 21, 2019
Journal
Volume
81
Issue
9-10
Pages
627 - 642
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