The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this recall effort. The question arises whether this group evokes those brands that appear in advertisements using different levels of objectification content.,The study uses a correlational design that includes two studies with different groups of subjects: an assessment of perceived female sexual objectification levels in a set of ads and a quasi-experimental study that used the assessed perceived levels of female objectification and brand name short-term recall scores of those ads, with and without the intervention of an attention distractor.,Results suggest that female sexual objectification content exerts a limited influence on brand name recall between participants. In addition, it is not men who remember brand names from ads using sexual objectified images, but young women.,The study had an exploratory scope and used a small non-probabilistic sample. Subjects belong to a cultural context of Western world developing economy, and thus perceived female objectification may vary between different cultural settings. Results refer to graphic advertisements, though this cohort is exposed to other audiovisual content platforms.,Several studies have addressed female objectification in advertising and media, but few focused on young Latin American audiences and its impact on the recollection of advertised brands. Brand name retention and awareness is still a relevant variable that the advertising industry takes in account as one of several predictors toward buying decisions. Even less research has been made on Latin American social and cultural contexts.

中文翻译：

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你还记得我吗？年轻消费者中广告中的女性性客观化

本文的目的是研究在年轻千禧世代中女性性客观化程度不同的广告中，品牌召回的影响以及这种召回工作的分散注意力。出现这个问题的是，该小组是否使用不同级别的客观化内容唤起出现在广告中的那些品牌。该研究使用了相关设计，其中包括两项针对不同主题组的研究：评估一组广告中女性性客观化程度的评估并进行了一项准实验研究，该研究使用了经过评估的女性客观化程度和这些广告的品牌短期回忆得分，并带有或不带有注意力分散器的干预。结果表明，女性的性客观化内容对参与者之间的品牌召回影响有限。此外，不是男人通过使用性物化图像记住广告中的品牌名称，而是年轻人。该研究具有探索性的范围，并使用了少量的非概率样本。主题属于西方世界发展中经济的文化背景，因此，在不同文化背景下，女性感知的客观化可能会有所不同。结果涉及图形广告，尽管该人群还暴露于其他视听内容平台。数项研究已针对女性在广告和媒体中的客观化问题，但很少有研究针对拉丁美洲的年轻受众及其对广告品牌回收的影响。品牌保留和知名度仍然是一个相关变量，广告行业将其作为购买决策的几个预测因素之一。关于拉丁美洲社会和文化背景的研究甚至更少。