This purpose of this study was to investigate how consumers’ degree of rurality and preference for specific ad types are associated with their attitude toward femvertising (pro-female advertising).,An online survey of US-based respondents over 18 years of age was administered by Qualtrics Panels from February 7 to February 15, 2018. The final sample included 418 respondents.,The more urban the respondents’ location was, the more educated they were, leading to more support for gender equality but not a more positive attitude to femvertising. Liking of ads described as “funny,” “with a message” and “emotional” was associated with a more positive attitude toward femvertising.,The findings were limited by the use of a convenience sample and the limited variance in participants’ rurality owing to the prevalence of respondents based in or near metropolitan areas. Future research should seek to understand how, if at all, femvertising has affected rather than only reflected social change across a variety of cultural settings.,Marketers can expect femvertising appeals to be relatively effective across the rural–urban divide. Femvertising campaigns should consider using or continue to use humor, inspiration/moral reasoning, and emotion in their messages.,The relative lack of controversy surrounding femvertising indicates gender equality may be embraced across social divides, possibly because in the current economic environment, women’s empowerment is linked to monetary gains for both companies and households.,As the demand for companies to take a stance regarding socially charged issues increases, there is a critical need to understand the factors that impact consumer demand in the context of pro-female messaging. This study expands the literature on the effects of two such factors – rurality and ad type preferences – on attitudes toward advertising promoting egalitarian values. No previous research has investigated the role of these variables in cause-related marketing.

中文翻译：

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消费者的地理位置和广告类型的偏好可以预测女性化的态度

这项研究的目的是调查消费者的农村程度和对特定广告类型的偏好如何与他们对女性化的态度（赞成女性广告）相关联。，对美国18岁以上受访者进行了在线调查由Qualtrics小组于2018年2月7日至2月15日进行。最终样本包括418位受访者。受访者所在城市越多，他们受教育的程度就越高，从而导致对性别平等的支持更多，但对女性化的态度不那么积极。喜欢被描述为“有趣”，“带有信息”和“情感”的广告与对女性广告的更积极态度有关。由于使用方便样本以及由于大城市地区或附近地区受访者的普遍性，参与者的农村地区差异有限，这些发现受到了限制。未来的研究应该寻求了解，如果有的话，女性化广告是如何影响而不是仅仅反映了各种文化背景下的社会变化。营销人员可以期望，女性化广告的诉求在整个城乡差异中相对有效。女性化运动应在其信息中考虑使用或继续使用幽默，灵感/道德推理和情感。围绕女性化的争议相对较少，这表明性别平等可能被跨社会鸿沟所接受，这可能是因为在当前的经济环境中，赋予女性权力与公司和家庭的金钱收益有关。随着公司对社会责任问题采取立场的需求不断增加，迫切需要了解在赞成女性的信息传递背景下影响消费者需求的因素。这项研究扩展了关于两个因素（乡村性和广告类型偏好）对广告促进平等主义价值观的影响的文献。以前没有研究调查这些变量在与因果相关的营销中的作用。