Middleton said: "Our findings show how necessary it is for brands to consider the wider impact of their advertising. The researchers say that in the wake of the #MeToo movement, brands risked losing market share if they brushed off 'socially aware' objections. Some consumers called it sexist and damaging, others defended it as "just a bit of fun." The study, published in Psychology & Marketing, examined the social media backlash against a KFC television advertisement showing boys ogling a woman's breasts. A new study, led by Karen Middleton at the University of Portsmouth, found consumer activism against perceived dangerous portrayals of women-or any other group-posed a growing and serious threat to brands.
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