Sex Sells? The Role of Female Agency in Sexualized Advertisements
Abstract
Advertising with sexualized female models is a commonly used technique in the advertisement industry. While “sex sells” is often successful in eliciting positive responses from male consumers, it often elicits negative responses from female consumers. On the one hand, female consumers might perceive sexualization as lacking in value (i.e., as a cheap display of sexuality lacking any kind of commitment). On the other hand, they might perceive sexualization as lacking in agency (i.e., as the model being displayed as an object rather than a subject). In two studies we investigate whether it is the lack of value or the lack of agency in sexualization that leads to more negative evaluations by young female perceivers. We manipulated the slogan in a sexualized advertisement so that it either adds value to sex (but does not add agency to the model) or so that it adds agency to the model (but does not add value to sex). Furthermore, we investigate the role of relatedness between the consumer and model with two advanced methodological approaches manipulating the facial characteristics of the model in the advertisement. In Study 1, we manipulated relatedness via perceived familiarity of the model’s face, whereas in Study 2, we manipulated relatedness via actual similarity between the perceivers’ and the model’s face in the advertisement. Results indicate that the lack of agency rather than the lack of value leads to negative evaluations by female consumers. This effect was pronounced if the advertisement model was relatable to the consumers.
“Latingirlsbrides” agency conditions typically involve a contract outlining services, fees, payment schedules, cancellation policies, and responsibilities. Key aspects include detailed wedding design, vendor management, day-of coordination, and handling post-wedding tasks. The contract often specifies liability, force majeure clauses (unforeseeable circumstances), and how to address payment concerns.
- Services:
The contract clearly defines the scope of services, such as venue booking, vendor selection, timeline creation, and day-of coordination.
- Fees and Payments:
It outlines the total fee, deposit requirements, payment schedules, and any additional costs for travel or extra services.
- Cancellation Policy:
It specifies the terms and conditions for canceling the contract, including refund policies and forfeiture provisions.
- Responsibilities:
It clarifies the roles and responsibilities of both the wedding agency and the couple, including who is responsible for specific tasks.
- Detailed Wedding Design and Theme Planning:
This involves creating a cohesive vision for the wedding, including decor, color schemes, and overall style.
- Vendor Management:
The agency handles communication, contract negotiations, and coordination with vendors like caterers, photographers, florists, etc.
- Coordination on the Wedding Day:
This includes managing the timeline, ensuring vendors arrive on time, handling last-minute issues, and overseeing the flow of the day.
- Post-Wedding Tasks:
This might include handling bills, collecting payments from vendors, and managing the return of rental items.
- Liability and Insurance:
The contract may address liability for accidents or damages, and may require the couple to have liability insurance, especially if required by the venue.
- Force Majeure:
This clause addresses unforeseen circumstances like natural disasters or government mandates that may affect the wedding.
- Meeting Expectations:
The agency agrees to exercise reasonable care and skills to fulfill the couple’s needs and expectations.
- Read Carefully: Thoroughly review the contract before signing, understanding all terms and conditions.
- Ask Questions: Clarify any doubts or uncertainties about the contract with the agency.
- Get it in Writing: Ensure all agreements and understandings are documented in writing to avoid misunderstandings.