We found a match
Your institution may have rights to this item. Sign in to continue.
- Title
Advertising and Psychology: Strategies to Reduce Violence Against Women.
- Authors
Pérez-Nebra, Amalia Raquel; Gonçalves, Ana Júlia; da Silva, Paula; Couto, Cleno; Tostes Portugal Costa, Monique; Teixeira Homonnai, Catarina; Modesto, João Gabriel
- Abstract
The COVID-19 exacerbated violence against women. This study evaluated the possible efficacy of using advertising pieces containing the hypocrisy paradigm, the contrast principle, and moral disengagement mechanisms to prevent and reduce violence against women. We conducted two studies which included exclusively men as participants. Study 1 (n=400; Mage=21.69; Me=20.00; SD=5.79) used traditional pieces on violence against women, manipulating only their moral disengagement phrases. Results suggest that the phrase combined with traditional images is either ineffective or has a rebound effect. Study 2 (n=303; Mage =21.38; Me=20.00; SD=4.94) manipulated the image in Study 1, showing more effective results regarding hostility. However, physical aggression showed no significant differences. Finally, some pieces generated a rebound effect, increasing participants' self-perception of aggression. The use of advertising can act as an ally or an enemy of public policies if their effectiveness lacks proper testing.
- Subjects
VIOLENCE prevention; EVALUATION of medical care; STATISTICS; STATISTICAL significance; INFERENTIAL statistics; COVID-19; ETHICS; CONFIDENCE intervals; SELF-perception; MULTIVARIATE analysis; ONE-way analysis of variance; ADVERTISING; RANDOMIZED controlled trials; PSYCHOLOGY of women; DESCRIPTIVE statistics; STATISTICAL sampling; PSYCHOLOGICAL disengagement; AGGRESSION (Psychology); DATA analysis; DATA analysis software; SOCIAL psychology
- Publication
Paideia (0103863X), 2023, Vol 33, p1
- ISSN
0103-863X
- Publication type
Article
- DOI
10.1590/1982-4327e3306