Do You See What I See? Effects of Sexualized and Non-Sexualized Advertising Images on Men and Women
Parisi, Hannah N.
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Media is copious throughout societies, and, whether directly or indirectly, all are affected by the messages in the media. Dichotomization of gender and sexualization in the media affect how individuals view the world and themselves. This study is designed to use priming, or repetition, of advertising images to understand its ability to cue individuals to access categorical association, or schemas, about gender roles, perceptions of models in advertising, and subconscious comparisons of themselves to others, especially those in the advertisements. To investigate the effects of sexualized and non-sexualized images on men and women, two experiments were conducted using repetition of advertising images to understand how priming activates schemas to influence perceptions of self and others. There are differences in how women and men view same-sex models, and there was no evidence found concerning the relationship between amount of clothing and portrayal of model with gender roles and sexuality.