The effects of gender-based violence in luxury brand advertising on Lebanese young-adult females

Abstract

Feminist movements have been getting their voices heard in multiple countries, while NGOs and lobbyists are pressuring governments to legislate laws protecting women from sexual harassment and violent acts. However, multiple brands have decided to neglect the trend by swimming against the stream and keep on dehumanizing women using them as sexual objects and projecting violent images in their ads. Using the cultivation theory along with the social learning theory, this study aims to shed light on the normalization of sexism and violence against women in luxury brands’ ads addressing women and how this may affect their purchasing behavior. An online survey was distributed to Lebanese women nationwide in addition to two interviews with professionals from the fields of Marketing and Sociology. The results showed that Lebanese women are building acceptance toward the use of sexism in luxury brands’ ads but not for violent scenes. Violence in luxury brand ads is refuted by women and it affects their relationship with the brand. This research took place during challenging times in the world and particularly in Lebanon, triggering multiple limitations such as the sample size, cultural bias, the Lebanese socio-political situation, and the covid-19 outbreak. These facts deeply affected the income, purchase power, and employment status of the core target audience of the study.