Flipping the script: consumer reactions to gender role reversals and power dynamics in sexualized advertising

Purpose This study aims to examine consumer perceptions of gendered power dynamics in sexualized advertising, with a specific focus on how audiences interpret advertisements that reinforce versus reverse traditional gender roles. Design/methodology/approach Using a qualitative photoelicitation approach, 350 participants from the USA and the UK viewed advertisements depicting either male dominance or female dominance and provided open-ended responses. Data were analyzed through the Stimulus–Organism–Response (S-O-R) framework and schema theory to examine cognitive and affective processing patterns and resulting evaluative outcomes. Findings Results reveal clear asymmetries in interpretation. Male-dominant portrayals commonly elicited outrage, discomfort and sometimes resigned acceptance as a familiar (if criticized) advertising code. Female-dominant portrayals were frequently interpreted as humorous, exaggerated, confusing or illegitimate, often neutralizing the intended disruption of gender norms. Across conditions, male objectification generated stronger resistance than female objectification, reflecting persistent gendered biases in how sexualized power is evaluated. Overall, gender role reversals appear to trigger cognitive dissonance and shape brand perceptions and purchase-related judgments. Research limitations/implications This study relies on qualitative, open-ended responses and a defined stimulus set; findings are interpretive rather than causal. The sample is limited to two national contexts (the USA and UK), suggesting opportunities for cross-cultural replication and experimental follow-up to test boundary conditions and downstream behavioral effects. Practical implications Marketers should recognize that attempts to challenge gender stereotypes through sexualized female dominance can backfire if audiences interpret the execution as parody or inauthentic. Practitioners should pretest for schema-violation responses (e.g. humor, disbelief, skepticism) and design portrayals of gender power that challenge norms without undermining credibility. Policymakers and advocacy stakeholders can use these insights to anticipate when “subversive” portrayals may inadvertently reinforce existing scripts. Social implications The social implications of this study reveal how gender-stereotyped and overly sexualized ads reinforce harmful societal norms, particularly around women’s roles and authority. These advertisements contribute to a culture that diminishes women’s power, as both male and female participants struggled to perceive women as authoritative figures. This perpetuates inequality and shapes internalized perceptions of femininity, impacting self-confidence. The study suggests that biased representations in media influence societal views on gender roles, contributing to mental health challenges. Encouraging more equitable portrayals in advertising could help break these damaging stereotypes and foster a more inclusive and balanced societal mindset. Originality/value This study extends advertising and gender research by explaining why sexualized role reversals are processed asymmetrically through entrenched gender schemas. It advances S-O-R applications by showing how cultural scripts filter organism-level reactions into patterned attitudinal outcomes, and it highlights how consumer critique can function as a normalization mechanism rather than straightforward resistance.