Recent research suggests that women react to idealized female models in advertising as they would react to real-life sexual rivals. Across four studies, we investigate the negative consequences of this imaginary competition on consumers’ mate-guarding jealousy, indirect aggression, and drive for thinness. A meta-analysis of studies 1–3 shows that women exposed to an idealized model report more mate-guarding jealousy and show increased indirect aggression, but do not report a higher desire for thinness. Study 4 replicates these findings and reveals that (...) the main driver of aggression is the sexually provocative attitude of the model, rather than her thin body size. The ethical implications of these findings for advertising are discussed in light of recent concerns about female bullying, online, and in the workplace. (shrink)

The use of female AI agents, such as vocal assistants, chatbots and robots, is on the rise, but the indiscriminate feminization of these AI agents poses novel ethical concerns about their impact on gender relations in society. This conceptual article argues that AI agents, even virtual ones, can display sexed cues (bodies, faces, and voices) beyond mere gendered cues (e.g., names, pronouns, hairstyle) and questions how assigning artificial female gender and sex to AI agents can harm women and transform gender (...) power dynamics. Grounded in the Social Shaping of Technology and Technofeminism with an existentialist feminist lens, this work parallels the scrutiny that the use of gendered and sexed cues in female advertising models has faced over past decades to critique the deceptive practice of linking artificial gender and sex in female AI agents. It suggests that by restricting a narrow view of gender to a narrow view of biological sex, the use of female AI agents limits women’s self-concepts by binding their identities to deceptive, narrow body/face/voice-centric scripts, while facilitating covert manipulation, enforcing harmful stereotypes, amplifying objectification, and exacerbating gender power imbalances. This research offers ethical guidelines for the further development of AI agents based on transparency, justice, and care, addressing this new form of surveillance capitalism and sexual oppression, and providing insights to create a more authentic, equitable, and caring technological landscape. (shrink)

The use of airbrushed “thin ideal” models in advertising creates major ethical challenges: This practice deceives consumers and can be harmful to their emotional state. To inform consumers they are being deceived and reduce these negative adverse effects, disclaimers can state that the images have been digitally altered and are unrealistic. However, recent research shows that such disclaimers have very limited impact on viewers. This surprising result needs further investigation to understand how women who detect that images have been airbrushed (...) are still harmed by them. Three studies reported in this article address this question. The authors identify a typology, based on a combination of three emotional reactions experienced by women who are exposed to the airbrushed thin ideal. In further analyses, they investigate how detection of airbrushing—whether spontaneous or with the help of a disclaimer—relates to these emotional reactions and women’s attitudes to altered images. Results show that detection of airbrushing does not systematically protect women from either wanting to look like airbrushed thin models or the negative emotions triggered by exposure to thin ideal images, nor does it always generate defensive reactions toward ads using such images. Women who detect that images have been airbrushed may still process these images as realistic. In addition to discussing this irrational process of self-deception, this article suggests policy interventions to prevent it. (shrink)