Artículo

¿Influye la intensidad de los estímulos sexuales y el feminismo en las actitudes de los consumidores hacia las apelaciones sexuales y el juicio ético? Una perspectiva ecuatoriana

Maria Dolores Brito Rhor, Beatriz Rodríguez Herráez, Grace P. Chachalo Carvajal

Resumen


El objetivo de esta investigación fue analizar si la actitud hacia el pensamiento feminista, en un contexto cultural latino, influía en la actitud hacia diferentes anuncios publicitarios que utilizaban apelaciones sexuales hacia el cuerpo de la mujer. Este estudio tomó como base teórica las investigaciones realizadas por Hojoon Choi, Kyunga Yoo, Tom Reichert y Michael LaTour (2016). Se mostraron 4 avisos publicitarios con varios tipos de apelaciones sexuales: desnudez completa, semi-desnudez, nada de desnudez y sexismo hostil. Los resultados arrojados muestran que la media de la actitud feminista (M=3.52, SD=0.82) se encuentra de regular a buena y existe una diferencia significativa entre hombres (M=3.38, SD=0.87) y mujeres (M=3.64, SD=0.77). Las mujeres muestran levemente una actitud más feminista que la de los hombres. En cuanto a las actitudes ante los anuncios publicitarios con diferentes tipos de contenido sexual, se evidenció que existía una diferencia significativa de las medias sobre la actitud ética hacia los mismos. Mientras mayor grado de desnudez se utilizaba en el anuncio, la actitud ética era más negativa. Además, la media del juicio ético sobre el anuncio con “sexismo hostil” fue significativamente diferente al anuncio con semi-desnudez y desnudez completa. De los cuatro anuncios se pudo encontrar una diferencia significativa entre la actitud feminista y la actitud ética hacia el anuncio que contenía imágenes de sexismo hostil. El grupo con un alto grado de feminismo tenía una actitud ética más negativa hacia el anuncio con sexismo hostil (M=3.81, SD=1.69) comparado con el grupo de bajo grado de feminismo (M=4.19, SD=1.40).


Palabras clave


actitud; anuncio; desnudez; juicio ético; pensamiento feminista; publicidad sexual; sexismo hostil

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DOI: http://dx.doi.org/10.15198/seeci.2019.48.45-63

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