thomhills at the Psychology department of the university of Warwick. This work was sustained by capital from Warwick"s institute for progressed Teaching and also Learning.
You are watching: Cheat on your girlfriend not on your workout
Thisis among Reebok’s ad campaigns using a slogan ‘cheat on your girlfriend, noton her workout’. Undeniably offensive, it additionally indirectly evokes a concern inthe consumers mind, space abs an ext important or your long-term relationship?
Theslogan can not be regarded in any type of other way as it mirrors a disrespectfulattitude in the direction of women and also encourages infidelity. The is widely well-known thatadvertising has the strength to readjust a collection of values organized by people. It has theability to influence individuals and readjust their attitude concerning things andissues the are morally wrong to being acceptable or morally right. A research byLanis and also Covell (1995) suggests that males that see print advertisements inwhich women space presented together sex objects are an ext likely to expropriate violenceagainst women than males who room exposed to other non sexist species ofadvertisements.
Waller(1999) determines what reasons a particular advertisement to be offensive, andto achieve a measure of perspective towards offensive advertising; a questionnairewas distributed amongst 125 (70 male, 55 female) college students. The questionnaire adhered to a 5- pointLikert-type layout from which the respondent were given a list of six reasons,racism, sexist, indecent language, anti society behavior, too personal subject,and nudity for attack advertising. The participants were asked come indicatethe level of violation they felt because of those reasons. The outcomes of thestudy show that among the main reasons participants uncovered the advertisementoffensive was because it was sexist. The results also suggest the females aremore offended by sexist adverts, as they room usually the targets of sexistcomments and also images.
Cohan(2001) says that adverts deserve to be effective in generating sales withoutportraying ladies as products or sex objects and without propagating variousweakness stereotypes. The attack nature the this advertisement questions itspersuasiveness and appeal. This not only directs unfairness towards women butalso portrays guys as unfaithful and also targets the misinterpretation indigenous media. Itis clear the the advertisement promotes infidelity, which ruins lives; therefore itevokes a an unfavorable attitude towards not only the refers but additionally towards thebrand, Reebok. Offensive advertisementsresult in a fall of sales of a product or service, and also can also an outcome in aboycott the the product, which shows poorly top top the firm and company behindthe campaign.
Asthe industry grows and also competition in between companies increases, theadvertisements become more controversial as each firm strives to launchsomething different and also novel hoping because that it to positively impact the consumerspurchasing power, but in mine opinion spending numerous dollars ~ above an ad campaign,which disclosure cheating in any way, is really not an reliable or reliable marketingstrategy.
D. S.Waller. (1999) attitudes towards attack advertising: one Australian study. Journal of customer Marketing, 16, 288-294.
J.A. Cohan. (2001). In the direction of a new Paradigm in the values of Women’s Advertising. Journal of organization Ethics 33,323–337.
K.Lanis., & K. Covell. (1995) pictures of females in Advertisements: results onAttitudes pertained to Sexual Aggression. SexRoles, 32, 639, 646.
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This is another example the a sexist advert arguing women need to be placed in your place, the shoe gives a clear an adverse connotation come that.