Is sexism the selling point? - young Romanian consumers' perspective on Sexualized Advertisements
Author
Marin, Irina-Claudia
Term
4. term
Publication year
2021
Submitted on
2021-05-31
Pages
43
Abstract
I en østeuropæisk kontekst, hvor kønslig ligestilling ofte udfordres og patriarkalske normer består, undersøger dette speciale, hvordan unge rumænere opfatter seksualiserede reklamer produceret af rumænske bureauer/brands. Studiet fokuserer på følelsesmæssige reaktioner, holdninger og tiltænkt forbrugeradfærd over for sådanne reklamer, samtidig med at den sociale kontekst, respondenterne lever i, inddrages. Gennem semistrukturerede interviews med mænd og kvinder i alderen 23–27 år blev deltagerne eksponeret for et udvalg af rumænske annoncer og reklamefilm med seksuelle hentydninger, objektivisering og ydmygelse af kvinder og i nogle tilfælde mandlig dominans. Resultaterne peger på kønsforskelle: Kvindelige deltagere reagerede stærkere, havde meget negative holdninger til højt seksualiserede reklamer og overvejede ikke at købe de promoverede produkter eller tjenester. Mandlige deltagere reagerede mindre stærkt, om end ofte negativt, og var mere åbne for at afprøve de annoncerede produkter eller tjenester. Studiet bidrager med kontekstspecifik indsigt i, hvordan seksualisering i reklamer modtages blandt unge rumænere, og kan informere marketing- og reklamestrategier rettet mod et mangfoldigt ungt publikum.
In an Eastern European context where gender equality is often contested and patriarchal norms persist, this thesis examines how young Romanians perceive sexualized advertising produced by Romanian agencies/brands. It focuses on emotional reactions, attitudes, and intended consumer behavior toward such ads, while considering the social environment in which respondents live. Using semi-structured interviews with men and women aged 23–27, participants were shown a selection of Romanian ads and commercials featuring sexual connotations, objectification and humiliation of women, and in some cases male dominance. The findings indicate gendered differences: female participants reacted more strongly, expressed very negative attitudes toward highly sexualized ads, and did not consider purchasing the promoted products or services; male participants showed less intense, though often negative, reactions and were more open to trying the advertised products or services. The study provides context-specific insight into how sexualization in advertising is received among young Romanians and can inform marketers and advertisers seeking to design strategies that appeal to a diverse young audience.
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