Women in Advertising
An analysis of student attitudes towards the depiction of women in advertising; and its effect on consumer behaviour.
This research project was conducted as an assessment of the BCM210 subject at the University of Wollongong. This research addresses the topic of the portrayal of women in advertising and the attitudes that students have towards this depiction. As well as, if these attitudes held by the students affects the way they purchase products. This report topic developed from curiosity towards the much talked about topic of the portrayal of women in media. Research conducted by Susan DeYoung and F.G. Crane in Canada and by Muris Cicic, Nenad Brkic and Amra Skrobo in Boznia, provided the foundation of the research. From the research the previously mentioned conducted, it was suggested that if an individual found the portrayal of women to be inaccurate and if an advertisement was deemed offensive they would discontinue using the product. Through conducting and analysing online surveys this report aims to uncover the attitudes that the students at the University of Wollongong have towards the depiction of women in advertising and if this attitude affects the way they purchase products.
Women In Advertising, Research Report, 2016, University of Wollongong