Sexism in branding

: investigating the portrayal of gender in fashion advertising across various media platforms

Abstract

The purpose of this study is to investigate how Generation Z perceives sexism in fashion advertising and how these beliefs are influenced by gender roles, sexual objectification, unrealistic beauty standards, and media consumption patterns. The results of an extensive poll of a sample (n=213) show that sexual objectification, the representation of gender roles, and unattainable beauty goals are among the primary variables determining Gen Z's opinions regarding sexism in fashion promotion. The vast majority of participants conveyed their frustration with the depiction of women in positions that are humble, submissive, or perpetuate conventional gender norms. They suggested that the way male and female roles are portrayed in fashion marketing is directly related to Gen Z's feelings of sexism, and they were particularly critical of ads that supported conventional sex biases. Numerous respondents emphasized how advertisements featuring women in stereotypically feminine, subservient, or passive roles reinforced gender-based stereotypes and added to a general sense of inequity. This discontent highlights the significant impact that fashion commercials' images of sex roles have on Generation Z's awareness and tolerance for sexism. The research also clarifies how people's views of bias are shaped by sexual objectification in advertising. The degree of sexual objectification in fashion ads was found to have a direct and significant impact on participants' attitudes toward misogyny. Many respondents advocated for more respectful and empowered depictions of women that would better reflect modern values, calling for a dramatic reduction in the sexualization of women in fashion ad campaigns. These results imply that Gen Z is well conscious of how media sex discrimination affects public perceptions of gender and gender bias. Furthermore, participants' top concern was the emergence of unachievable beauty standards. Advertisements that promoted unrealistic expectations of beauty were believed to be a part of the objectification of women as well as misogyny. Respondents often expressed dislike of fashion advertisements that advocated unattainable ideals of beauty, citing the detrimental effects on women's self-esteem and the way in which they contribute to the commodification of their bodies. The connection between sexism and impossible aesthetics was brought up in particular, with many people pointing out how negatively these depictions undermine one's sense of confidence and body image, furthering objectification and sexist presumptions. In addition, it was discovered that Gen Z's judgments of sexism in fashion advertising were determined by their media consumption habits. Their exposure to a variety of social media information has made them more conscious of global concerns like sexism, while their media use further shapes individual belief systems and more general cultural trends to form judgments. According to the study, media consumption has a significant role in defining how the younger generation reacts to sexism in fashion ads, while it also interacts with other societal variables. In conclusion, the study's findings confirm that the main elements impacting Generation Z's opinions of sexism in fashion advertising are sexual objectification, unrealistic beauty standards, and the representation of gender roles. These outcomes underscore the necessity of ethical and thoughtful depictions of women in the fashion business that upend antiquated gender stereotypes and respect women, better connecting with the progressive ideals of the next generation.

Date of Award	3 Apr 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Anna Carolina Boechat Chaves Fernandes (Supervisor)