É eficiente o uso de apelos sexuais em propaganda?

Motta, Paulo César; Piá, Daniel

doi:10.1590/s0034-75901994000400002

Cited by 1 publication

(1 citation statement)

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“…The respondents were asked to rate each advertisement in terms of the level of sexual appeal and the level of image sensualization on a scale of 1 (minimal sexual appeal) to 7 (excessive sexual appeal). In addition to the level of sexual appeal, a second question was asked using the synonym "sensual" because, in advertisements containing sexual appeals, there is a logical relationship between a sensual model and the product (Motta & Piá, 1994). The second question was used to ensure that respondents understood at least one of the questions and was assessed on a scale of 1 (very unsensual) to 7 (very sensual).…”

Section: Phase 2: Explorationmentioning

confidence: 99%

Kvazieksperimentalni pristup analizi apela na seks i korištenja spola u oglašavanju – dokazi iz Brazila

Feitosa

Lourenço

Rezende

et al. 2021

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Purpose -The use of sexual appeal in advertisements is a common practice in promotion, and its acceptance can vary throughout cultures. In the last twenty years, its use has been evaluated in several markets, including Brazil, where this research study was undertaken. The purpose of the study is to measure the effects of sexual appeal in advertisements on consumers, comparing the role of gender and perceptions about models' idealized bodies.Design/Methodology/Approach -Two quasi-experiments were conducted on a dataset obtained from a non-probabilistic sample using online questionnaires. Both studies consider the effect of using sexual appeal in advertisements. The first used gym advertisements to compare the attitudes and purchase intention between men and women. The second assessed the use of female models with and without idealized appearance in beer advertisements. SažetakSvrha -Upotreba apela na seks u oglasima česta je praksa u promociji i njezina se prihvaćenost može razlikovati od kulture do kulture. U posljednjih je dvadeset godina procjenjivana na nekoliko tržišta uključujući i Brazil gdje je provedeno ovo istraživanje. Svrha je rada izmjeriti u oglasima koliko apel na seks utječe na potrošače uspoređujući ulogu spola i percepcije o idealiziranim tijelima modela.Metodološki pristup -Provedena su dva kvazieksperimenta korištenjem podataka iz neprobabilističkog uzorka prikupljenih putem online upitnika. Ove studije razmatraju učinak upotrebe apela na seks u oglasima. U prvoj se koriste oglasi za teretanu za usporedbu stavova i namjere kupnje između muškaraca i žena. U drugoj se procjenjuje korištenje ženskih modela s idealiziranim ili bez idealiziranog izgleda u oglasima za pivo.Rezultati i implikacije -Uočeno je da su oglasi s manje izraženim apelom na seks bolje ocijenjeni, ali među

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Section: Phase 2: Explorationmentioning

confidence: 99%