Are negative reactions to sexist appeals in alcohol advertisements a function of feminism or gender?

Anecdotal evidence suggests that the use of sexual appeals in alcohol advertising is increasing. It has been shown that the use of sex appeals may result in a more negative attitude towards the brand, particularly among female consumers. This study investigates the proposition that this is the effect of feminist ideology rather than, or in addition to, biological gender. The results show that female respondents have more negative attitudes towards alcohol advertisements utilizing overt (or demeaning) sexual appeals than males and more positive attitudes towards alcohol advertisements utilizing feminist (empowering) appeals than males; and that there is no consistent independent effect of self-reported feminism