2026-05-13T16:19:02.169Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:2:8871 2025-02-03T12:08:42Z 2

Effects of Women Representation in Advertising on Customers' Attitudes, 2018 339+658 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/2/8871 J. Mcintyre Р. Живковић J. Gajić Т. Марић The influence of advertising on creating social attitudes and customer behavior isvisible both on rational and emotional level. Due to that, advertising creates psychological effects, and is also in conflict with moral and ethical standards of the society which should be based upon. Stereotypical representation of women in advertising, which usually includesimages of a housewife, business woman with no family, or just an ornament, can be found in all kinds of ads, such asTV and Internet commercials, billboards, on a daily basis. However, the paradox which women very often face, with no clear connection with the product orservice which is been advertised, brings up the following questions asthe purpose of this paper: whether frequent representation of women in advertisements is necessary, or desirable even, whether the suggested models of women’s beauty which is promoted in this way, are the most powerful ‘means’ forsales. If it is the most powerful means, isit possible to settle two opposing phenomena that arise from such a fact–the social one, which puts a woman in a negative context, has a negative effect on her personalsatisfaction and self-confidence, and is opposed to the morals and ethics, and the marketing one, which has an aim of attracting consumers, thus changing their attitudes towards purchasing article 49 3 192 205 0354-3471 Marketing