Abstract
Empowerment-themed advertisements (ETAs) often pair ostensibly empowering narratives with objectification imagery. Existing research demonstrates that women do not report feeling empowered after viewing ETAs but cannot confirm why. In this study, 186 female participants were randomly assigned to view captions and/or photos from ETAs while their eye movements were recorded. The empowerment-themed captions increased women’s felt empowerment when presented alone but failed to empower when paired with photos. However, captioning photos with empowerment-themed text did lead to lower self-objectification than captioning them with objectification-themed text. Thus, while the visuals used in ETAs limit their effectiveness, self-objectification may not be responsible.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
