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Are Anti-Prostitution Advertising Campaigns Effective? An Experimental Study

Published online by Cambridge University Press:  03 August 2022

Gemma Sáez Open the ORCID record for Gemma Sáez [Opens in a new window] ,
José Antonio Muñiz-Velázquez Open the ORCID record for José Antonio Muñiz-Velázquez [Opens in a new window] ,
Guido Corradi Open the ORCID record for Guido Corradi [Opens in a new window] ,
Alejandro J. Tapia Frade  and
Pilar Aguilar Open the ORCID record for Pilar Aguilar [Opens in a new window]
Gemma Sáez
Affiliation:
Universidad de Extremadura (Spain)
José Antonio Muñiz-Velázquez
Affiliation:
Universidad Loyola Andalucía (Spain)
Guido Corradi
Affiliation:
Universidad Camilo José Cela (Spain)
Alejandro J. Tapia Frade
Affiliation:
Universidad Loyola Andalucía (Spain)
Pilar Aguilar*
Affiliation:
Universidad Loyola Andalucía (Spain)
*
Correspondence concerning this article should be addressed to Pilar Aguilar. Universidad Loyola Andalucía. Departamento de Psicología. Sevilla (Spain). E-mail: mpaguilar@uloyola.es
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Abstract

Many governments invest public funds in communication interventions and campaigns against prostitution and sexual exploitation in an attempt to change attitudes toward prostitution and eventually decrease its consumption. Despite the considerable investment that public institutions have made in campaigns against prostitution and sexual slavery, no known empirical studies have evaluated the effectiveness of such campaigns on attitudes and behavioral change. The messages of these campaigns usually center on one of two thematic focuses: Prostituted women who suffer exploitation and male consumers of prostitution. The present study examines the impact of different anti-prostitution advertisements on attitudes among male participants (N = 155 male participants). Specifically, the experiment aims to test the differential effect of these two focuses, compared to a no-advertisement control condition, on social support for prostitution, negative and incorrect beliefs about prostitutes, and family values related to prostitution. The results show that compared with the no-advertisement control condition, advertisements focused on men who use prostitutes have a significant effect on social support toward prostitution and incorrect beliefs about prostitutes, whereas advertisements focused on female prostitutes have no effect. The results have practical implications for governments and councils regarding the efficacy of this kind of public communication campaign against prostitution consumption.

Keywords

experimental studygovernment campaignsmale participantsprostitution consumptionprostitution advertisements
Type
Research Article
Information
The Spanish Journal of Psychology , Volume 25 , 2022 , e21
Copyright
© Universidad Complutense de Madrid and Colegio Oficial de Psicólogos de Madrid 2022

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Footnotes

Acknowledgements: The authors thank the Ayuntamiento de Sevilla, especially the Delegación del Servicio de la Mujer and its managers, for their collaboration on this research.

Funding Statement: This study was supported by the research funds from the Universidad Loyola Andalucía and by the Ministerio de Ciencia e Innovación del Gobierno de España, under Grant FFI2015–67569–C2–1–P.

Conflicts of Interest: None.

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