Török Anna – Szebenszki Noémi – Kriveczky Villő – Malota Erzsébet – Mucsi Attila (2023): A Z generáció fehérnemű reklámok iránti attitűdjei. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023 pp. 341–342.

Authors

• Anna, Török. Budapesti Corvinus Egyetem.
• Noémi, Szebenszki. Budapesti Corvinus Egyetem.
• Villő, Kriveczky. Budapesti Corvinus Egyetem.
• Erzsébet, Malota. Budapesti Corvinus Egyetem.
• Attila, Mucsi. Budapesti Corvinus Egyetem.

Abstract

The attitude of Generation Z towards underwear advertisements

What comes to your mind first when you see a women's lingerie advert? You probably think of idealised, extremely thin female models, celebrities, who are presented in a way that sexuality is given a prominent role. In contrast, in today's femvertising advertising, it is increasingly important to empower women in a way that is diverse, inclusive, and equal. The present research examines the diversity and sexual content of advertising in Hungary in the context of the lingerie industry, examining women from Generation Z. The article explores the issue through in-depth interviews. The preliminary results show that for women it is increasingly important that women are shown in advertising in a diverse and varied way. Results show that diverse and non-sexualised advertising, which can also be categorised as femvertising, generates the most positive attitudes. The paper concludes by outlining future research directions.

femvertising advertising diversity Z generation

COM_DOCS_ACKNOWLEDGEMENTS

Supported by the ÚNKP-22-4-I-CORVINUS-117 New National Excellence Program of the Ministry for Culture and Innovation from the source of the National Research, Development and Innovation Fund.

Language

hungarian

Details of publishing collection

Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023

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