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The Phenomenon Of The Infantilization Of Women, Caitlin R. Rechdan

Honors Undergraduate Theses

The sexualization of women in advertisements remains a controversial form of media, specifically infantilization. Infantilization is defined as the portrayal of adult women acting and looking childish through attire and demeanor. This study examines consumers’ perceptions of infantilized women in advertisements. Students (n = 100) from a 4-year university participated in an online questionnaire examining measures of morality, objectionability, and ubiquity of five advertisements. Three out of the five advertisements display infantilized female models. The others show women in a non-infantilizing manner. A single chi-square conducted on the participants found significant differences in if students can correctly identify in ads. …