Jordanian Male Consumers’ Attitude towards Using Women in Advertisement
Dr. Hamza Salim Khraim

Abstract
Due to advertisement clutter in the 21st century customers are exposed to a variety of advertising appeals that aims to influence their attitudes towards a wide range of products and services. Many companies worldwide are using women as an object to attract and influence consumers’ attitudes towards the products they sell. Women appear in huge number of advertisement as a sexual object or as attractive decorative model standing nearby a product, even when the sexual image has little relevance to the advertised product. This article looks at Jordanian male consumers’ attitude towards using women in advertisement. Results reveals four factors tend to influence consumer attitude towards using women in advertisement. Culture, control, and emotion were found to have a significant influence on consumer attitude towards using women in advertisement, while there was no significant influence for women appearance on consumer attitude towards using women in advertisement. In general Jordanian male consumers’ were opposed to exposing, exploiting and objectifying the woman and her body in advertisement.

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