Sexist humour in advertising: just a joke or marketing strategy?

Abstract

The primary objective of this research is to analyse the sexist humour in advertising, especially its perception of being amusing and offensive, to check the relationship between positive feelings and the perception of offensiveness and to investigate the influence of the positive feelings on its credibility. Data from 38 students enrolled at the Universidad Autonoma de Barcelona reveals that sexist humour in advertising is perceived as funny, harmless and credible. The results also showed that more positive feelings generate the sexist humour in advertising, less offensive it is perceived.

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