PLOS ONE2014-01-13 12:54 AM

When Sex Doesn't Sell: Using Sexualized Images of Women Reduces Support for Ethical Campaigns 当情色不再有卖点:使用女性情色图片使得对于道德事业支持下降

Abstract
Images of scantily clad women are used by advertisers to make products more attractive to men. This “sex sells” approach is increasingly employed to promote ethical causes, most prominently by the animal-rights organization PETA. Yet sexualized images can dehumanize women, leaving an unresolved paradox – is it effective to advertise an ethical cause using unethical means? In Study 1, a sample of Australian male undergraduates (N = 82) viewed PETA advertisements containing either sexualized or non-sexualized images of women. Intentions to support the ethical organization were reduced for those exposed to the sexualized advertising, and this was explained by their dehumanization of the sexualized women, and not by increased arousal. Study 2 used a mixed-gender community sample from the United States (N = 280), replicating this finding and extending it by showing that behaviors helpful to the ethical cause diminished after viewing the sexualized advertisements, which was again mediated by the dehumanization of the women depicted. Alternative explanations relating to the reduced credibility of the sexualized women and their objectification were not supported. When promoting ethical causes, organizations may benefit from using advertising strategies that do not dehumanize women. 论文摘要 用衣不遮体的女性照片来使产品更具吸引力通常被许多广告人所使用。这种“情色营销”的 方法越来越多的被使用在促进道德的事业中,最为明显的是一个善待动物组织(PETA)。然而这些情色图片可以让女人沦丧,留下一个未解决的悖论--用非道德的手段去为道德事业做广告这样真的有效么?在研究1中,一组澳大利亚男本科生的实验(N=82)查看了PETA广告中包含情色女性照片以及不含有情色照片的广告。对于道德组织的支持趋势在情色广告作用中有所下降,这一原因是由于广告中道德沦丧的女性形象而导致,对于道德事业的支持也并没有因为生理兴奋而增加。研究2使用了一组美国男女性别混合的人群做实验(N=280),同样在使用上述的实验结果的基础上更进一步研究发现在观察到情色广告后,人们对于有意想要帮助道德事业行为趋势有所下降,这一次原因同样是因为在广告中道德沦丧女性的图片的出现。影响到信任下降其中的解释是由于情色女性照片和这些性物化的使用并不能得到认可。所以,当需要推动道德事业的时候,那些组织应使用有效的广告营销策略来促进事业,而并非一味的使用道德沦丧的女性照片。

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