Personal advertisements of male-to-female transsexuals,homosexual men,and heterosexuals

Transsexuals, because of their attempts at gender reversal, offer a unique opportunity to study self-presentation, social roles, and stereotypes. The present study is a content analysis of personal advertisements of male-to-female transsexuals (TM, N =99), homosexual (HoM, N =64) and heterosexual men (HM, N =99), and heterosexual women (HW, N =99). Advertisements were coded for the presence or absence of 11 characteristics either offered or sought, based on the 1984 work of Deaux and Hanna. The content of TM personal advertisements was significantly different from those of HW, HM, or HoM. TM mentioned physical characteristics and sincerity, and requested friendship most often; HoM mentioned sexuality most often; HM offered financial security and status in the form of occupation, and listed marital status most often; and HW offered personality characteristics and attractiveness most often. Several factors may contribute to the pattern of differences observed, including the fact that TM were more likely to be seeking friendship than sexual partners, in contrast to the other three groups.     

That Was a Great Commercial,but What Were They Selling? Effects of Violence and Sex on Memory for Products in Television Commercials1

College students (N = 324) watched a television program containing violence, sex, or no violence or sex. Each program contained 3 violent ads, 3 sexual ads, and 3 neutral ads. Participants were less likely to remember the advertised brands when the ads were embedded in a violent or sexual program than when the ads were embedded in a neutral program. Violent ads were the least memorable. This memory impairment occurred for both males and females, regardless of the content of the ads. If advertisers want viewers to remember advertised brands, they should think twice about sponsoring programs containing violence and sex.     

Effects of facial attractiveness and gender on causal attributions of managerial performance

The present study examined the effect of facial attractiveness and gender on raters' evaluations of and explanations for managerial performance. Results showed attractiveness to be a potential liability for both males and females. Good performance of attractive females was more likely than that of others to be attributed to luck or bias, while that of attractive males was viewed as occurring with little effort. In addition, the poor performance of attractive individuals was blamed on lack of effort (females) or lack of ability (males). Implications of these findings are discussed.An earlier version of this paper was published in the 1986 Proceedings of the Southern Management Association.     

If the Television Program Bleeds, Memory for the Advertisement Recedes

In public surveys, the most common complaint about television is the amount of violence depicted on the screen. More than half the programs shown on television are violent, and hundreds of studies have shown that viewing TV violence causes an increase in societal violence. Nevertheless, advertisers continue to sponsor violent programs. For an advertisement to be effective, people should be able to remember the brand advertised and the message in the advertisement. This article reviews the effect of TV violence on memory for ads. A meta-analysis integrating the results from 12 studies involving more than 1,700 participants shows that TV violence impairs memory for ads. The impairment occurs for males and females, for children and adults, and for people who like and do not like to watch TV violence. These results suggest that sponsoring violent programs might not be a profitable venture for advertisers.     

Two Gay Men Seeking Two Lesbians: An Analysis of Xinghun (Formality Marriage) Ads on China’s Tianya.cn

China has an estimated 30 million gay population, many of whom marry unknowing heterosexual partners due to family and societal pressure. Some pursue an alternative by entering Xinghun, also known as formality marriage or fake marriage, between a gay man and a lesbian. Such relationships are asexual and formulated solely for familial, social, and reproductive purposes. Analyzing 150 Xinghun ads posted on Tianya.cn, this is an exploratory study of an unique relationship behavior, to shed light on the lived experiences of this traditionally voiceless minority group. The qualitative theme analysis found that the ads emphasized some traits that are consistent with traditional Chinese values such as filial piety, compatibility, and traditional gender roles. The ads also showed the advertisers negotiating ways for their private sexual identity and public social identity to coexist. On the one hand, clarity in one’s sexual orientation and the commitment to one’s same-sex relationship was offered and sought after as a desirable trait; on the other hand, the advertisers emphasized that they did not live the stereotypical gay lifestyle and that they were private about their sexual preference. The ads illustrate the existence of a subculture of Chinese gays and lesbians, trying to cope with heteronormative social and cultural expectations, and to negotiate between the public and the private, between sexual activities and sexual identity, and between “playing gay” and “being gay.” Future research directions are discussed.     

An Analysis of Nudity in Chinese Magazine Advertising: Examining Gender, Racial and Brand Differences

This study gives a most recent view of nudity in Chinese magazine advertising. Focusing on gender, racial and brand differences, the authors content analyzed 2,058 models in 19 Chinese consumer magazines from a stratified random sample of four?months in 2009. Results showed that female models were more likely to be shown in different levels of nudity than male models, and Western models were more likely to be shown in different levels of nudity than Chinese models, as predicted. However, regarding brand origin, although Western advertisers portrayed models in higher levels of nudity, Western and Chinese advertisers did not differ in their portrayals when models were examined separately by brand origin. Our study suggests that sexism in advertising is a cross-cultural phenomenon, and Western advertising models are the trend setters of sexual images in Chinese magazine advertising. Chinese advertising is not only a “melting pot” of cultural values, but also a “melting pot” of advertising practices.     

Gender Differences in Preferences for Singles Ads that Proclaim Extrinsic Versus Intrinsic Values

Two studies (Ns = 1,113 and 98) examined University men and womens’ differing preferences for singles ads as a function of the values declared by ad-writers, using Kasser and colleagues’ distinction between extrinsic values (financial success, status/fame, and image/attractiveness) and intrinsic values (emotional intimacy, community contribution, and personal growth). In general, participants preferred writers espousing intrinsic values. Women, compared to men, especially preferred partners espousing intrinsic values. They also expressed less interest in partners espousing extrinsic values, with one exception: compared to men, they were more interested in partners espousing financial success values. Implications for debates regarding the evolved versus sociological origins of gender differences are discussed, as well as implications for theories of attraction based on the matching hypothesis.     

Gender and Race Portrayals on Spanish-Language Television

318 randomly selected television ads from India (from 2004) in three different languages (English, Hindi, and Tamil) were content analyzed to examine both the frequency of appearance and prevalence of gender stereotypes. Results indicate that there are more male than female central characters and voiceovers in Indian ads; stereotypical differences were also found in the type of credibility used by men and women, and the nature of the products they advertised and settings that males and females appeared in. Female central characters tended to be younger than their male counterparts and were more likely to be portrayed in relationship roles. Similarities and differences in gender role portrayals found in Indian television ads and those from other nations are also discussed.     

Adolescence,Advertising, and the Ideology of Menstruation

Since the 1920s, American advertisers haverecognized the taboo associated with menstruation andhave incorporated messages about the social consequencesof “showing” into feminine hygieneadvertising. In order to answer the research question“do advertisements that target girls perpetuate ordispel myths and taboos associated withmenstruation?” a content analysis was conducted onten years of feminine hygiene advertising in Seventeen and Teenmagazines (1987-1997). Categories included an analysisof the setting and the themes used in theadvertisements. The findings suggest that the ads dorely on headlines and themes that hearken to the past. However,unlike earlier studies that found the ads presentmenstruation as a “hygienic crisis,”focusing on shame, physical discomfort, and fears, thisstudy found something more encouraging-that the body copy of theseads is working to dispel these myths. Racialrepresentation in ads, however, remains troublesome asblack models are rarely shown unaccompanied by whitemodels. These findings are important to researchers,advertising practitioners, and consumers as magazineadvertising has become a key agent of socialization foradolescent girls.

     

“Single white male looking for thin,very attractive...”

Sociocultural pressures on women to be thin and physically attractive assume many forms today. When these external pressures are combined with the excessive demands many women already place on themselves in these areas, chronic dieting, and ultimately binge eating, often result (Agras & Kirkley, 1986; Hsu, 1989). The present study investigated the extent to which single women currently were receiving the message that physical attractiveness in general, and weight in particular, were crucial factors in being selected as a dating partner. A total of 283 male and 231 female personal ads from a singles' magazine were examined. Twenty-eight categories were created to label the qualities designated as desirable in a partner. As predicted, physical attractiveness was the characteristic most frequently sought by males (56.9%). Significantly fewer females (26.4%) required this in a prospective partner. Furthermore, requests for a thin partner were made by significantly more males (33.6%) than females (2.2%). Sex differences also were detected for the quality sought most often by females: interpersonal understanding. The results demonstrated that males still attributed greater importance to physical attractiveness and thinness than did females when selecting a date. Possible explanations for these different emphases were offered, and features that distinguished the “physical attractiveness” seekers from others were explored. The link with today's high rate of eating disorders among women was reappraised.     

The Baby Boomers Meet Menopause: Fertility, Attractiveness, and Affective Response to the Menopausal Transition

The purpose of this study was to identify social factors that affect women’s concerns about menopause. Data from a sample of 1,037 baby-boomer women who took part in two waves of the Midlife in the United States survey (MIDUS) were utilized. Two waves of survey data were collected in 1996 and 2005 from a nationally representative sample of women born between 1946 and 1964 residing in the United States. Women’s concerns about the effects of menopause on attractiveness, fertility, and the cessation of menstruation were examined. Analyses were replicated in Wave I and II of the study. Women who occupied multiple roles had fewer concerns about the loss of fertility. Women who had more symptoms were significantly more concerned about the effects of menopause on attractiveness. Concerns about the effects of menopause were also related significantly to women’s age, education, and financial security.     

Youth Responses to Anti‐Smoking Advertisements From Tobacco‐Control Agencies,Tobacco Companies,and Pharmaceutical Companies1

Emotional reactions to anti‐smoking advertising (e.g., fear, sadness, anger) may play an important role in promoting smoking‐related attitudinal and behavioral change. Overall, 278 youth completed response ratings of 16 different elements of 50 anti‐smoking ads made by tobacco‐control agencies, tobacco companies, and pharmaceutical companies. Compared with tobacco‐control ads, tobacco‐company ads were more likely to elicit positive emotions and less likely to elicit negative emotions and to be of interest to youth. Compared with tobacco‐control ads, pharmaceutical company ads were less likely to elicit negative emotional responses or cognitively engage youth and more likely to elicit positive emotions. These findings suggest that youth may be unlikely to respond to tobacco‐company advertising in ways that may lead to a lower likelihood of smoking.     

Sexism and the Effectiveness of Femvertising in China: A Corporate Social Responsibility Perspective

The present study draws on theories and prior research on corporate social responsibility (CSR) and gender attitudes (i.e., sexism) to understand young Chinese peoples’ responses toward women-empowering advertising (i.e., femvertising). We conducted two experiments in which male and female Chinese college students (232 in Study 1 and 231 in Study 2) were exposed to either women-empowering or control advertisements (traditional ad in Study 1 and gender-irrelevant ad in Study 2) and reported their attitudes about the ads as well as their purchase intentions toward the advertised products (shampoo and smartphone, respectively). In line with our predictions, both experiments showed that messaging about women’s empowerment in advertising can induce perceptions of CSR, thereby increasing favorable responses such as enhanced positive ad attitudes and increased purchase intentions toward the advertised products. Moreover, hostile sexism was negatively associated with consumer responses toward femvertising such that the lower participants’ hostile sexism, the more positive ad attitudes and stronger purchase intent participants they reported. However, benevolent sexism was not predictive of consumer responses toward femvertising. These results offer insights into people’s responses toward women-empowering advertisements and also have practical implications for advertisers and marketers who are interested in using such an advertising tactic to promote products and services.

     

The Effects of Instructional Frame on Female Adolescents’ Evaluations of Larger Sized Female Models in Print Advertising1

Despite growing attention to problems associated with girls’ and women's viewing unrealistic portrayals of women in advertising, little research has identified positive consequences of presenting larger sized females in advertisements. The present research examined these positive effects and found that instructions that support the use of larger sized females in ads (relative to a more traditional instructional frame) heightened adolescent girls’ ratings of the larger sized models’ attractiveness, self‐attractiveness, and self‐esteem without changing girls’ ratings of thinner sized models. General and valenced self‐referencing (positive and negative self‐thoughts while viewing the ads) were examined as potential mediators of the instructional effects on self‐attractiveness and self‐esteem. The findings provide evidence that girls’ perceptions can be altered in a positive manner through media images of women.     

The effect of attractiveness on food sharing preferences in human mating markets

The current study explored how physical attractiveness affects food sharing by studying payment preferences for hypothetical romantic dinner dates (a hypothetical mating market). We analyzed payment preferences, self-rated attractiveness, and rated attractiveness for hypothetical dates in 416 participants. We hypothesized that (1) men would be more likely to prefer to pay than would women, (2) attractive individuals of both sexes would be less willing to pay, and (3) preferences to enter an exchange would be influenced by the attractiveness of prospective partners such that (3a) men would prefer to pay for attractive women, and (3b) women would prefer to be paid for by attractive men. All hypotheses were supported by our results. Individuals with higher self-rated attractiveness were more likely to prefer that their date would pay for the meal, and we found clear sex differences in how the attractiveness of potential dates affected payment preferences. Male participants preferred to pay for dates that had higher facial attractiveness, while female participants preferred that attractive men would pay. Individuals show condition dependent financial preferences consistent with the provisioning hypothesis in this mating market that are adaptive to evaluations of their own quality and that of prospective partners.     

Facial attractiveness biases the perception of eye contact

Attractive faces are appealing: We like to look at them, and we like to be looked at by them. We presented attractive and unattractive smiling and neutral faces containing identical eye regions with different gaze directions. Participants judged whether or not a face looked directly at them. Overall, attractive faces increased participants' tendency to perceive eye contact, consistent with a self-referential positivity bias. However, attractiveness effects were modulated by facial expression and gender: For female faces, observers more likely perceived eye contact in attractive than unattractive faces, independent of expression. For male faces, attractiveness effects were limited to neutral expressions and were absent in smiling faces. A signal detection analysis elucidated a systematic pattern in which (a) smiling faces, but not highly attractive faces, reduced sensitivity in gaze perception overall, and (b) attractiveness had a more consistent impact on bias than sensitivity measures. We conclude that combined influences of attractiveness, expression, and gender determine the formation of an overall impression when deciding which individual's interest in oneself may be beneficial and should be reciprocated.     

Facial attractiveness biases the perception of eye contact

Attractive faces are appealing: We like to look at them, and we like to be looked at by them. We presented attractive and unattractive smiling and neutral faces containing identical eye regions with different gaze directions. Participants judged whether or not a face looked directly at them. Overall, attractive faces increased participants' tendency to perceive eye contact, consistent with a self-referential positivity bias. However, attractiveness effects were modulated by facial expression and gender: For female faces, observers more likely perceived eye contact in attractive than unattractive faces, independent of expression. For male faces, attractiveness effects were limited to neutral expressions and were absent in smiling faces. A signal detection analysis elucidated a systematic pattern in which (a) smiling faces, but not highly attractive faces, reduced sensitivity in gaze perception overall, and (b) attractiveness had a more consistent impact on bias than sensitivity measures. We conclude that combined influences of attractiveness, expression, and gender determine the formation of an overall impression when deciding which individual's interest in oneself may be beneficial and should be reciprocated.     

Embarrassing age spots or just plain ugly? Physical attractiveness stereotyping as an instrument of sexism on american television commercials

Frequencies of attractiveness-based messages were examined on 4,294 network television commercials. As expected, attractiveness statements appeared to be associated more with food and drink and personal care ads, and with female performers and with male voice-overs. Implications of an association of women and attractiveness on television are explored.An earlier version of this paper was presented at the annual meeting of the Southeastern Psychological Association, Atlanta, March 1983.     

The Impact of the Proportion of Women in One's Workgroup,Profession, and Friendship Circle on Males' and Females' Responses to Sexual Harassment

This study investigated the role of different gender contexts, gender, and their interactions on responses to sexual harassment using a sample of 213 professionals. Responses to sexual attention were better predicted than were gender harassment responses. The proportion of female friends was positively related to confronting harassers and formally reporting, the proportion of females in one's field was negatively related to formally reporting, and the proportion of female coworkers was negatively related to seeking legal counsel. Men were more likely to formally report and more likely to seek legal counsel, but unexpectedly, less likely to confront harassers. The proportion of women in one's field and friendship circle had a stronger impact on females' responses to harassment, but the proportion of women in one's workgroup had a stronger impact on males' responses. Results are discussed in light of sex roles and ethical decision-making theory.