Abstract:

Sexism as a complex construct since authors have different notions to present about the topic. Some of them state that sexism are the actions of prejudice based on gender. Therefore, to understand the evolution of sexism in advertising, we should focus on a niche that is provided by the emotional appeals: the sexual appeals. The consequences of these stereotypes range from affecting female self-image to misogynistic teachings to which female, male, and child sex are exposed in the ads in question. In today's society, feminists, activists, consumers and some media have been expressing concern about the sexist representation of women in advertising. In view of the above, this article intends to present some contributions about the theme of sexism and advertising and its implications for marketing. In an exploratory and conceptual perspective, this manuscript presents contributions for communication, marketing and publicity around the phenomenon of sexism.