Objectification of women in advertising in Sri Lanka

Abstract

Purpose: The purpose of this study is to explore the perception of Sri Lankan female consumers towards the objectification of women in advertising and what are their ideas about brands that practice objectification. Design/methodology/approach: The study follows an inductive approach and applies a qualitative research design. Semi-structured interviews were used for data collection. Findings: Findings have shown that Sri Lankan female consumers perceive the objectification of women in advertising as “a practice of portraying women in advertisements in a way that their social and personal value as women is undermined”. Even though there is a negative brand image, people still tend to purchase the product if it provides substantial value for their money. Originality: Previous findings on the use of female sexual objectification in advertising have been mixed and inconsistent. A social shift in society, with the presence of sexually objectifying advertisements, has created a need to understand consumer attitudes towards brands that make use of these advertisements in the current landscape in Sri Lanka. Implications: The study informs policymakers on how to implement appropriate policies and strategies to deal with panic buying situations. Retailers can use this expertise to effectively address the various demand conditions without disrupting their internal business practices.