Female roles in advertising and their effects on Brazilian consumers

Marcon, Fernanda Almeida; Rocha, Rudimar Antunes da; Ribeiro, Ana Maria Simões

doi:10.1590/1809-58442021306

Fernanda Almeida Marcon E-mail: fernanda@almeidamarcon.com

(Universidade Federal de Santa Catarina, Centro Socioeconômico, Programa de Pós-Graduação em Administração. Florianópolis – SC, Brasil.)

Fernanda Almeida Marcon She holds a Master´s Degree by the Graduate Program in Administration, in the Marketing and Strategy research line, by the Federal University of Santa Catarina (PPGA/UFSC-2018). MBA in Constitutional Law from Candido Mendes University (UCAM-2017) and in Federal Jurisdiction from the Superior School of the Federal Magistracy of Santa Catarina (ESMAFESC-2016). Bachelor in Law from the Federal University of Santa Catarina (UFSC-2015) and in Business Administration from the State University of Santa Catarina (UDESC-2014). She took the Entrepreneurship, Creativity & Innovation course in Italy (Fondazione CUOA-2012). She acted as an online Tutor in the Undergraduate Course in Administration and in the Training Program “O Saber para conquistar um lugar” (UFSC-2016/2017). Member of the research group registered at UFSC and CNPq, called: Nucleus for Organizational Competitive Intelligence in Marketing and Logistics (NICO).

https://orcid.org/0000-0002-6257-1197

Rudimar Antunes da Rocha E-mail: rrudimar@gmail.com

(Universidade Federal de Santa Catarina, Centro Socioeconômico, Programa de Pós-Graduação em Administração. Florianópolis – SC, Brasil.)

Rudimar Antunes da Rocha He holds a Post-Doc in Administration from the School of Economics and Management of the University of Minho (EEG-U.Minho (2013-2014) – Braga/Portugal – as a Capes Senior Internship Scholarship holder. PhD in Production Engineering from the Federal University of Santa Catarina (PPGEP- UFSC-2000 – CAPES scholarship). He holds a Master´s Degree in Business Administration from the Federal University of Santa Catarina (CPGA-UFSC-1992 – CAPES scholarship) and a Bachelor Degree in Business Administration from the Federal University of Santa Maria (UFSM-1982). Tenured Professor of the Administration Sciences Course (CAD/UFSC) and the Graduate Program in Administration (PPGA/UFSC). He served as professor of the Graduate Program in University Administration (PPGAU/UFSC). Author of several papers in scientific journals and in national and international events proceedings. International Leader of the research group registered at UFSC and CNPq, named: Nucleus of Organizational Competitive Intelligence in Marketing and Logistics (NICO).

https://orcid.org/0000-0003-2554-2896

Ana Maria Simões Ribeiro E-mail: anasimoesribeiro@gmail.com

(Universidade Federal de Santa Catarina, Centro Socioeconômico, Programa de Pós-Graduação em Administração. Florianópolis – SC, Brasil.)

Ana Maria Simões Ribeiro PhD student at the Graduate Program in Administration, in the Production and Development research line, at the Federal University of Santa Catarina (PPGA/UFSC). She holds a Master´s Degree by the Graduate Program in Administration, in the Marketing and Strategy research line, by the Federal University of Santa Catarina (PPGA/UFSC). Undergraduating in Business Administration from the University of the State of Santa Catarina (UDESC). Bachelor in Social Communication – Advertising and Propaganda, from the Federal University of Minas Gerais (UFMG-2015) and in Social Communication – Journalism and Public Relations, from the Federal University of Minas Gerais (UFMG-2013). Works as an Online Tutor in the Undergraduate Course in Administration, at the Federal University of Santa Catarina (UFSC).

https://orcid.org/0000-0001-5807-4510

E-mail: fernanda@almeidamarcon.com

E-mail: rrudimar@gmail.com

E-mail: anasimoesribeiro@gmail.com

Fernanda Almeida Marcon She holds a Master´s Degree by the Graduate Program in Administration, in the Marketing and Strategy research line, by the Federal University of Santa Catarina (PPGA/UFSC-2018). MBA in Constitutional Law from Candido Mendes University (UCAM-2017) and in Federal Jurisdiction from the Superior School of the Federal Magistracy of Santa Catarina (ESMAFESC-2016). Bachelor in Law from the Federal University of Santa Catarina (UFSC-2015) and in Business Administration from the State University of Santa Catarina (UDESC-2014). She took the Entrepreneurship, Creativity & Innovation course in Italy (Fondazione CUOA-2012). She acted as an online Tutor in the Undergraduate Course in Administration and in the Training Program “O Saber para conquistar um lugar” (UFSC-2016/2017). Member of the research group registered at UFSC and CNPq, called: Nucleus for Organizational Competitive Intelligence in Marketing and Logistics (NICO).

Rudimar Antunes da Rocha He holds a Post-Doc in Administration from the School of Economics and Management of the University of Minho (EEG-U.Minho (2013-2014) – Braga/Portugal – as a Capes Senior Internship Scholarship holder. PhD in Production Engineering from the Federal University of Santa Catarina (PPGEP- UFSC-2000 – CAPES scholarship). He holds a Master´s Degree in Business Administration from the Federal University of Santa Catarina (CPGA-UFSC-1992 – CAPES scholarship) and a Bachelor Degree in Business Administration from the Federal University of Santa Maria (UFSM-1982). Tenured Professor of the Administration Sciences Course (CAD/UFSC) and the Graduate Program in Administration (PPGA/UFSC). He served as professor of the Graduate Program in University Administration (PPGAU/UFSC). Author of several papers in scientific journals and in national and international events proceedings. International Leader of the research group registered at UFSC and CNPq, named: Nucleus of Organizational Competitive Intelligence in Marketing and Logistics (NICO).

Ana Maria Simões Ribeiro PhD student at the Graduate Program in Administration, in the Production and Development research line, at the Federal University of Santa Catarina (PPGA/UFSC). She holds a Master´s Degree by the Graduate Program in Administration, in the Marketing and Strategy research line, by the Federal University of Santa Catarina (PPGA/UFSC). Undergraduating in Business Administration from the University of the State of Santa Catarina (UDESC). Bachelor in Social Communication – Advertising and Propaganda, from the Federal University of Minas Gerais (UFMG-2015) and in Social Communication – Journalism and Public Relations, from the Federal University of Minas Gerais (UFMG-2013). Works as an Online Tutor in the Undergraduate Course in Administration, at the Federal University of Santa Catarina (UFSC).

Attitudes towards female role portrayals in advertising	Items
Ads which I see show women as they really are.	AT_1
Ads suggest that woman are fundamentally dependent on men.	AT_2
Ads which I see show men as they really are.	AT_3
Ads treat women mainly as “sex objects”.	AT_4
Ads which I see accurately portray women in most of their daily activities.	AT_5
Ads suggest that woman make important decisions.	AT_6
Ads which I see accurately portray men in most of their daily activities.	AT_7
Ads suggest that woman don’t do important things.	AT_8
Ads suggest that a woman’s place is in the home.	AT_9
I’m more sensitive to the portrayal of women in advertising than I used to be.	AT_10
I find the portrayal of women in advertising to be offensive.	AT_11
Overall, I believe that the portrayal of women in advertising is changing for the better.	AT_12
Negative company image	Items
Companies that portray women offensively in their advertising are more likely to discriminate against women and other minorities in job promotion and advancement, compared to other companies in the same business or industry.	CI_1
I believe that how women are portrayed in ads merely reflects the general attitude of that company toward women’s place in society.	CI_2
Boycott intention	Items
If a new product is introduced with ads that I find offensive, I might still buy it if it offers me benefits which I find attractive.	BI_1
If a new product or service which I use adopts an ad campaign which I find offensive, I’ll discontinue using it.	BI_2
Even though I may see an ad which is offensive for one product, I would continue to purchase other products that I have been using from the same company.	BI_3

Total Variance Explained
Initial Eigenvalues				Extraction sums of squared loadings			Rotation sums of squared loadings
Factor	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %
1	4.14	27.57	27.57	4.14	27.57	27.57	3.17	21.15	21.15
2	2.41	16.04	43.61	2.41	16.04	43.61	2.72	18.11	39.26
3	2.10	14.00	57.61	2.10	14.00	57.61	2.39	15.95	55.20
4	1.19	7.93	65.54	1.19	7.93	65.54	1.55	10.33	65.54

Construct	Item	Factor Loading	Cronbach’s Alpha
1 - Offensiveness of female role portrayals	AT_8	0.814	0.806
	AT_9	0.748
	AT_11	0.736
	AT_4	0.667
	AT_2	0.632
	AT_6	0.532
2 - Portrayal adequacy	AT_3	0.832	0.798
	AT_1	0.785
	AT_7	0.761
	AT_5	0.748
3 - Negative company image	CI_1	0.906	0.723
3 - Negative company image	CI_2	0.761	0.723
4 - Boycott intention	BI_1	0.896	0.854
	BI_3	0.870
	BI_2	0.838

	CCR	AVE	Company Image	Offensiveness	Portrayal Adequacy	Boycott Intention
Company image	0.794	0.669	0.818
Offensiveness	0.846	0.525	0.492	0.724
Portrayal adequacy	0.811	0.599	0.208	0.479	0.774
Boycott intention	0.852	0.660	0.320	0.311	0.226	0.812

Adjustment measure	Suggested level	Model index
CMIN/DF	< 3.0	2.106
GFI	>0.95	0.954
CFI	>0.95	0.97
RMSEA	<0.05 good; 0.50 - 0.10 moderate	0.053
PCLOSE	>0.05	0.351
Standardized RMR	<0.90	0.047

	Estimates	S.E.	C.R.	P value
Adequacy --> Company image	-0.051	0.08	-0.641	0.522
Adequacy --> Boycott intention	0.180	0.103	1.756	0.079

Adjustment measure	Suggested level	Model index
CMIN/DF	< 3.0	1.715
GFI	>0.95	0.974
CFI	>0.95	0.986
RMSEA	<0.05 good; 0.50 - 0.10 moderate	0.042
PCLOSE	>0.05	0.731
Standardized RMR	<0.90	0.032

		t value	Degrees of freedom (df)	Sig.	Mean difference	Standard error difference
Offensiveness	Equal variances assumed	5,02	398	0	3.16776	0.63101

	Gender	N	Mean	Standard deviation	Standard error mean
Offensiveness	Female	217	23.8618	6.35371	0.43132
Offensiveness	Male	183	20.6940	6.20743	0.45887

	Standardized regression weights	Unstandardized regression weights	S.E.	C.R.	P value
Offensiveness --> Boycott intention	0.203	0.236	0.08	2.962	0.003
Offensiveness --> Company image	0.489	0.488	0.086	5.66	***
Company image --> Boycott intention	0.221	0.257	0.075	3.448	***

Model	DF	CMIN	P	NFI	IFI	RFI	TLI
Model	DF	CMIN	P	Delta-1	Delta-2	rho-1	rho2
Structural weights	10.000	15.005	0.132	0.009	0.010	0.002	0.002

	DF	CMIN	P	NFI	IFI	RFI	TLI
	DF	CMIN	valor	Delta-1	Delta-2	rho-1	rho2
Offensiveness --> Boycott intention	1	0.246	0.62	0	0	-0.001	-0.001
Offensiveness --> Company image	1	0.719	0.396	0	0.000	0	0
Company image --> Boycott intention	1	0.217	0.642	0	0	-0.001	-0.001

Hypothesis	Results
H₁: In Brazil, women express more negative attitudes towards female roles in advertising than men.	Partially accepted
H₂: Attitudes towards female roles in advertising have a positive effect on boycott intention.	Partially accepted
H₃: Attitudes to female roles in advertising have a positive indirect effect on boycott intention through negative company image (mediator).	Partially accepted
H₄: The respondent’s gender moderates the indirect effect (company image) of attitudes towards female roles in advertising on boycott intention. For women (vs. men), specifically, the indirect positive effect will be greater (vs. minor).	Refuted

[1] E-mail: fernanda@almeidamarcon.com

Brasil

Brasil

Female roles in advertising and their effects on Brazilian consumers

Abstract