A Close Look at Research on Sex Appeal Advertising

Liu, Fang

doi:10.1002/9781118378465.ch17

Cited by 4 publications

(2 citation statements)

References 47 publications

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“…In the USA, where display of nudity in advertising tends to be viewed as sex appeal, researchers (Nelson and Paek, 2008) have hypothesized nudity in advertising to be a related to cultural masculinity, but no such relationship was found. Referring to the lack of relationship between nudity as sex appeal in advertising and masculinity, Liu (2014) expresses doubts about the usefulness of the Hofstede model. If any cultural dimension might explain the use of nudity in advertising, it might be strong uncertainty avoidance, which tends to be related to purity values, as found for several product categories (De Mooij, 2014).…”

Section: Masculinity-femininitymentioning

confidence: 99%

Cross-cultural research in international marketing: clearing up some of the confusion

Mooij¹

2015

International Marketing Review

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Purpose – The purpose of this paper is to shed light on the discussion of cross-cultural research, in particular the use of dimensions of national culture, for international marketing. Design/methodology/approach – Discuss definitions of values and culture, analyze cultural models as to purpose and design and applications of models to international marketing. Findings – International marketers benefit from applying dimensions of national culture, but researchers make mistakes in applying and interpreting such dimensions, thus discrediting useful means of research for international marketing. Practical implications – Researchers should understand the problems of multi-level research and interpret dimensions better when using them for research. Originality/value – The value of this paper is in clearing up some of the misunderstandings about dimensions of national culture.

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Section: Masculinity-femininitymentioning

confidence: 99%

Cross-cultural research in international marketing: clearing up some of the confusion

Mooij¹

2015

International Marketing Review

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“…First, perfume is favored as the major commodity because it is usually considered to be sexy. And the choice can make the subconscious factors more obvious [13]. In this experiment, the age groups from 18 to 26 years old in the first and second tier cities of China were selected as the participants.…”

Section: A Participants and Experimental Applicationsmentioning

confidence: 99%

Sexual Suggestiveness in Advertisements and Its Impact on Gendered Consumer’s Purchasing Power in China

Zhong¹

2023

IJSSH

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Sexual elements in the visual design and unique layout of advertisements have been with us for a long time. Commercials, pamphlets, and electronic posts with almost naked models and pretty women are everywhere in TV programs and websites. The primary goal is to stimulate the viewer's curiosity and gratification of vicarious pleasure, while prompting the potential customer to look at the products along the side. The designer wants to deal with the human psyche and the action motivated by this visual layout to entice the prospective buyers. A pretty, skimpily clad woman with an attractive figure, charming lips and mesmerizing stare is the matching configuration to seek business transaction and virtual profits. It deserves a careful examination of the interaction between the advertisement and business, especially the layout' s sexual and erotic appeal to the viewer's emotional response. The statistical results of the survey conducted in 2020-21 and follow-up assessments have shown that most respondents answered either not quite enthusiastic or indifferent to the visual images of sensational exposing of the body and erotic attraction in the advertisements. My investigative research also indicates the correlation of gender and advertisement in terms of motivation and desire for purchasing the product. Emotional responses to the advertisements from the participantinterviewers will also be an important indicator of connection between image and business. It is interesting to add the issue of respondent's gender to the questions in the survey. A tentative assessment of the survey and follow-up analysis concludes that the effectiveness of glamorous images in the advertisements promotes the sale of product and somewhat increases revenues, whereas the excessive display of human body bordering on vulgarity and sensationalism may thwart the customer ' s purchasing desire and tarnish the image of the brand as well.

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Sex, race, and femininity: young Chinese females’ responses to lingerie advertising

Gan

Chen

2023

International Journal of Advertising

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A Close Look at Research on Sex Appeal Advertising

Cited by 4 publications

References 47 publications

Cross-cultural research in international marketing: clearing up some of the confusion

Cross-cultural research in international marketing: clearing up some of the confusion

Sexual Suggestiveness in Advertisements and Its Impact on Gendered Consumer’s Purchasing Power in China

Sex, race, and femininity: young Chinese females’ responses to lingerie advertising

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