Relationship Between Gender Stereotype Consumers of Adverting and their Attitude Towards Sexist Advertising

Abstract

The aim of the article is to segment the population of Ukraine according to the perception of sexist advertising, as well as the relationship between the presence of gender stereotypes to tolerate such advertising. The active public, in particular the Ukrainian Marketing Association and gender organizations, has brought the advertising market in Ukraine closer to world standards, and the issue of public perception of advertising that contains various manifestations of sexism is still relevant.

Analyses results. An online survey was conducted to obtain consumer feedback on sexist advertising. The number of questionnaires received in the study was 2410. Advertising samples were selected according to the categories of gender-discriminatory advertising: gender stereotypes; objectification (use of a person as a sexual object, equating a person to a commodity); violence of one sex over another.

According to the results, several segments of consumers were identified according to their perception of advertising with manifestations of sexism with the following names: categorically rejecting any advertising with sexist content; categorically rejecting certain manifestations of sexism in advertising; intuitively not accepting certain sexist advertising; those who do not accept advertisements with sexist content; those who do not accept advertising only with aggressive objectification of a person. Variables for segmentation were age, sex and education.

The study also found a relationship between the presence of gender stereotypes among respondents and a tolerant attitude towards gender-discriminatory advertising.

Conclusions and directions for further research. .The study revealed that most Ukrainian consumers have a negative attitude towards advertising with sexist content. Among Ukrainians, several segments can be distinguished that differ in their attitudes toward gender-based discrimination. Variables for segmentation are age, gender and level of education. Young women with higher education do not perceive sexist advertising the most, and citizens who are over 65 and who do not have higher education are the most tolerant. The study found a close link between the presence of gender stereotypes in respondents and attitudes towards discriminatory advertising. Further research should further examine the impact of cultural, economic and social environments on citizens' perceptions of discriminatory advertising. 

Key words: gender discrimination, gender stereotypes, advertising, sexism, consumers

DOI: 10.15276/mdt.5.4.2021.6

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