Sexual Objectification of Women in Advertising: A Reception Analysis

This study looked into the attitudes and purchase behavior of college men and women towards sexual objectification of women in advertising This is an experimental type of research, which employed survey, reception analysis, and correlational method to gather data. The study was conducted in Manuel S. Enverga University Foundation, Lucena City. One hundred students from ten undergraduate departments were asked to participate in the survey method and thirty students from the College of Maritime Education and the College of Education were asked to undergo the experiment. All of the respondents had an equal number of males and females in order to accurately test if there is a significant difference between men and women's attitudes and purchase behavior. Results revealed that most of the respondents are aged 17-19 years old and almost all of them are Roman Catholics. The study also showed that the youth has a high exposure towards sexual objectification of women in advertising. According to them, they mostly see female models in advertisements. They described these women as liberated, hot, and appealing. Thus, the youth always see advertisements that use women's sex appeal. The study also revealed that the youth have mostly positive affective and cognitive attitudes toward sexual objectification of women in advertising which resulted to positive purchase intention but the decision to purchase remains uncertain. Moreover, the study has proven that there is no significant difference between men and women's attitudes and purchase behavior toward sexual objectification of women in advertising. It is recommended that school officials educate the youth about the concept of sexual objectification because they always find the ads too amusing that they miss too see the negative image that it brings to women and the negative influence that it brings to the society. Moreover, it is recommended that advertisers and the media should always assume some moral responsibility as they create and disseminate images and messages to the consuming public. While this study has shown that the youth have purchase intention despite offensive and harmful advertisements, advertisers should proceed with caution.