It’s Just a Joke: Reactions to and Justifications for Gender Role Stereotypes in Advertisements Natalie Peters, Lucie Holmgreen, and Debra Oswald* Marquette University ABSTRACT. Advertisements are a common venue by which sexist stereotypes are disseminated, and these stereotypes often reinforce the link between women and the domestic role. Gender-based humor is a particular strategy that advertisements may use, allowing for the perpetuation of sexist stereotypes under the mentality that “a joke is just a joke.” The present study provided a content analysis of responses to a pair of trouser care instructions reading, “Give it to your woman, it’s her job.” We aimed to determine the ways in which online commentators responded to this statement. Comments were, foremost, labeled as either endorsement or dissent, and those characterized as endorsement of the joke were categorized by one or more of the following themes: hostile sexism toward women, benevolent sexism toward women, hostile sexism toward men, benevolent sexism toward men, cavalier humor beliefs, denial of sexism, and social dominance orientation. Results indicated that most individuals (68.5%) responded positively to the statement either by expressing perceived humor, affirming the validity of the presented stereotype, or exhibiting hostility toward women who took offense. Furthermore, responses to the label were often characterized by cavalier humor beliefs (25.1%) as well as hostile sexism toward women (10.8%). These justifications likely serve to reaffirm the presence of sexist prejudice in a climate that might otherwise provide sanctions against offensive remarks. In addition, it is likely that many of the comments served to deter men and women who might otherwise attempt to challenge the status quo. espite women’s economic, social, and (Bem, 1974). Such stereotypes have the potential political gains in recent decades, the to relegate women to domestic roles and constrain Dassociation of women with housekeeping their behavior (Glick & Fiske, 2001). and caretaking responsibilities has stagnated. Gender role stereotyping is prominent in Throughout the world, women continue to report media and advertisements wherein companies spending greater proportions of time on housework rely on socially prescribed expectations to sell than men (Lachance-Grzela & Bouchard, 2010; their products (Infanger, Bosak, & Sczesny, 2011). FALL 2015 Ruppanner, 2010). Because women are often When framed in the context of humor, such stereotyped as communal and nurturing, they are stereotypes may evade criticism and perpetuate PSI CHI JOURNAL OF often believed to have a natural propensity for prejudice (Ford, Boxer, Armstrong, & Edel, 2008). PSYCHOLOGICAL household tasks such as cleaning and doing laundry To date, several studies have examined the content RESEARCH 160 COPYRIGHT 2015 BY PSI CHI, THE INTERNATIONAL HONOR SOCIETY IN PSYCHOLOGY (VOL. 20, NO. 3/ISSN 2164-8204) *Faculty mentor Peters, Holmgreen, and Oswald | It’s Just a Joke of gender-based stereotypes in the media as well (Stankiewicz & Rosseli, 2008). Stereotyped depic- as how these stereotypes influence perceptions tions of women in advertisements are often of both women and men. For example, Eisend’s effective marketing strategies. For instance, (2010) meta-analysis illustrated the ways in which Infanger and colleagues (2011) found that adver- advertisements “mirror” gender role expectations tisements portraying women with communal traits within a particular cultural context, yet provided (e.g., holding an infant) were evaluated more little evidence that stereotyped advertisements positively than were advertisements portraying exacerbate prejudicial values. On the other hand, agentic women (e.g., businesswomen). several researchers have indicated that exposure Another tactic used in advertising is humor, to stereotypes reinforces negative attitudes toward which can increase an individual’s liking of women and prevents advances in their social a product based on positive association. For status (Heilman, 2001; Romero-Sánchez, Durán, instance, Strick, Van Baaren, Holland, and Van Carretero-Dios, Megías, & Moya, 2009; Tiggemann Knippen(2009) found that products linked to a & McGill, 2004). humorous cartoon were evaluated more positively Although some researchers have analyzed in a subsequent assessment. Similarly, Krishnan responses to sexist humor (Ford et al., 2008; Ford, and Chakravarti (2003) found that humor, even Wentzel, & Lorion, 2001; Greenwood & Isbell, when completely irrelevant to the claim made by 2002), there has been a lack of research in the the advertisement, increased later recognition of area of gender-based humor specifically within the the target product. Humor may elicit the atten- context of advertising and product promotion. The tion of the viewer and increase positive emotions, present study attempted to fill this gap, focusing thereby allowing them to look upon the product on responses to humor as a marketing strategy. or company that is being advertised more favor- Specifically, the following questions were taken into ably (Chan, 2011; Eisend, 2011). As Chan (2011) account: Upon hearing gender-based humor, do stipulated, humorous advertisements may have people tend to respond with agreement, dissent, or added persuasive effects, increasing the likelihood indifference? What arguments or rationalizations that a person will purchase a product or solicit a do people draw upon when confronted with gender company’s services. Indeed, the lighthearted aspect role stereotypes? In light of the mirror perspective of humor may allow for successful advertisement (i.e., that advertisements convey the gendered through the elicitation of positive emotions and attitudes of a particular culture), these questions product recognition. were believed to be particularly salient in that they reveal predominant perceptions regarding Derogatory Humor women’s roles in society (Eisend, 2010). Consider- Offensive humor may be used as an attention- ing the evidence that stereotypes may exacerbate grabbing strategy, but often at a great price. In negative attitudes toward women, understanding addition to circumscribing social roles for women, the ways that people respond to this type of humor sexist stereotypes may further hostility and nega- can lead to a greater understanding of the media’s tive attitudes toward women. Indeed, derogatory role in the persistence of sexism. humor may provide a venue in which people can more safely express their prejudices (Ford Stereotypes and Humor in Advertisements et al., 2008). For instance, Greenwood and Isbell Advertisements may rely on stereotypes to com- (2002) found that men who responded positively pensate for a lack of time and space, providing to misogynistic jokes were especially likely to be viewers with the most basic information possible. hostile toward women (Greenwood & Isbell, 2002). Numerous studies have identified advertisements The propensity to find humor in sexist jokes may as a source of gender role stereotypes. In advertise- vary by sex; in their study, Diaconu-Muresan and ments, women are often portrayed as attractive, Stewart (2010) found that women exhibited more young, nurturing, and childlike (Kim & Lowry, negative responses to sexist jokes than did men. 2005). On the other hand, men are often over- Furthermore, participants who endorsed a feminist represented as authority figures and are more identity were less likely to respond positively to sex- likely to be shown using logic (Monk-Turner, Kouts, ist jokes than were those low in feminist identity. FALL 2015 Parris, & Webb, 2007). In addition, men appear in Such results indicated that the propensity to find PSI CHI advertisements more often, and when women are humor in these types of jokes may be mediated by JOURNAL OF portrayed, they are often sexualized or victimized gender and feminist identity. PSYCHOLOGICAL RESEARCH COPYRIGHT 2015 BY PSI CHI, THE INTERNATIONAL HONOR SOCIETY IN PSYCHOLOGY (VOL. 20, NO. 3/ISSN 2164-8204) 161 It’s Just a Joke | Peters, Holmgreen, and Oswald Sexist humor has the potential to reinforce Hostility toward men reflects women’s and some negative perceptions of women as well as internal- men’s anger that men hold greater power and ized sexism. For instance, Ford et al. (2008) found dominate women. However, this hostility does not that individuals exposed to sexist humor were question the status difference, but rather asserts less likely to contribute financially to a women’s that men possess inherent traits such as aggression organization when exposed to a sexist joke; this that result in their greater power and status. On suggests that exposure to sexist humor may detract the other hand, benevolent sexism toward men from feminist causes. In addition, sexism and sexist upholds expectations that women should take jokes have been linked to rape myth acceptance care of men because men are incapable of caring (e.g., the belief that women who experience sexual for themselves. Both forms of sexism reinforce assault are deserving of their trauma) among those gender inequality, providing justification for who hear them (Romero-Sánchez et al., 2009). such inequality based on what are believed to be As the aforementioned evidence has indicated, inherent differences between men and women sexist humor may reinforce hostility toward women, (Glick & Fiske, 1999). subsequently undermining their status, safety, and Social Dominance Orientation (SDO). Sim- well-being. ilarly, SDO, a theory popularized