Beefcake and Cheesecake: Insights for Advertisers

Jones, Marilyn Y.; Stanaland, Andrea J. S.; Gelb, Betsy D.

doi:10.1080/00913367.1998.10673551

Cited by 72 publications

(65 citation statements)

References 28 publications

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“…An eye-tracker-based methodology offers several unique advantages in this context. Previous work has used eye trackers to explore print and Web advertisements (e.g., Jones, Stanaland, and Gelb 1998;Lohse 1997;Rayner et al 2001;Wedel and Pieters 2000), but gazepoint measures of visual attention to dynamic media, such as television commercials, remain rare. The eye-tracker system enables us to explore momentby-moment differences in the visual attention (Rayner 1998), which are of critical importance when exploring television advertising (Elpers, Wedel, and Pieters 2003).…”

Section: Study 1: Fast-forwarding and The Visual Patternmentioning

confidence: 99%

Breaking Through Fast-Forwarding: Brand Information and Visual Attention

Bräsel¹,

Gips²

2008

Journal of Marketing

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This research explores how fast-forwarding through commercials alters the visual attention of viewers and how marketers can tailor advertisements to retain effectiveness as digital video recorder usage rises. Building on prior work in visual marketing and perceptual psychology, the authors conduct two eye-tracker studies that show how fast-forwarding viewers pay more attention during commercials, but their attention is heavily limited to the center of the screen. Fast-forwarded advertisements containing brand information at screen center still create brand memory even with a 95% reduction in frames and complete loss of audio, whereas advertisements with brand information located elsewhere are of virtually no value. A third study shows that fast-forwarded commercials containing extensive central brand information can positively affect brand attitude, behavioral intent, and even actual choice behavior. These findings show that marketers can counteract the negative effects of digital video recorders by ensuring that their advertisements are heavily branded and that the branding is centrally located.

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Section: Study 1: Fast-forwarding and The Visual Patternmentioning

confidence: 99%

Breaking Through Fast-Forwarding: Brand Information and Visual Attention

Bräsel¹,

Gips²

2008

Journal of Marketing

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“…Considering the proliferation of sexual appeals in advertising, it is surprising that although the literature indicates that attention may be increased (Judd and Alexander, 1983), it also indicates that brand recall, attitude (Simpson et al, 1996) and purchase intention (PI) (Dudley, 1999;LaTour and Henthorne, 1994) may be negatively affected by nudity (see Jones et al, 1998 for a review). However, sexual appeals that are broader than just nudity may differ in these consumer-marketer effects.…”

Section: Sexual Appeals In Advertisingmentioning

confidence: 99%

“…Gender differences in response to female sexual appeals (nudity and sexiness) have been commonly reported (for example, LaTour et al, 1990;LaTour and Henthorne, 1993;Jones et al, 1998), with women disliking them more than men. More recently, Mittal and Lassar's (2000) sample of young university students did not demonstrate any gender differences in relation to brand/ad attitude and purchase intent for two perfume advertisements; however, their sample size was small (n ¼ 65).…”

Section: Sexual Appeals In Advertisingmentioning

confidence: 99%

“…Since the 1970s, sexual images in advertising have become much more overt and both male and female models have been increasingly shown wearing less clothing (for example, Soley and Reid, 1988;Plous and Neptune, 1997;Jones et al, 1998;Reichert et al, 1999). However, in both 1983 and 1993, female models in magazine advertising were still three times as likely as male models to be dressed in a sexually explicit manner -in 1993, 22% of female models were partially clad in underwear or bathing suits, or the context suggested they were nude, and a further 18% were coded as wearing suggestive clothing including very short shorts or that which partially exposed the upper body (Reichert et al, 1999).…”

Section: Sexual Appeals In Advertisingmentioning

confidence: 99%

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The use of female sexuality in Australian alcohol advertising: public policy implications of young adults' reactions to stereotypes

Jones

Reid

2009

Journal of Public Affairs

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Coinciding with the rise of raunch culture, a new female stereotype has emerged in advertising -the lusty, busty exhibitionist who exudes sexual power and confidence. Previous research has generally found that women react less positively to female sexual images in alcohol advertising than males, but different sexual stereotypes have not been explicitly examined. The present study utilizes different types of sexual appeals in three televised advertisements for alcohol brands and investigates the relationship between types of sexual imagery and attitude to the advertisement, stated reasons for (dis)liking the advertisement and purchase intention (PI) among 268 Australian university students. Surprisingly, an advertisement using the new stereotype was actually liked less overall by females than an advertisement using the traditional passive demeaning/sex object stereotype. Females liked all of the advertisements significantly less than males, although there was considerable variation in male attitudes towards an advertisement that was generally perceived to contain sexist or demeaning humour. The findings of our study raise two important cautions for the alcohol (advertising) industry and for public policy. First, advertisers and policy makers need to be aware that a substantial proportion of consumers are offended by such portrayals. Second, in a climate in which consumers and advocates are increasingly voicing concerns over the ineffectiveness of the self-regulatory system, policy makers need to consider the introduction of a regulatory framework.

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“…In advertising and consumer literature, several studies have reported sex differences, for instance in the way that consumers process advertising (Darley and Smith, 1995;MeyersLevy and Maheswaran, 1991), on the impact of sex roles on the judgment of persuasive messages (Meyers-Levy, 1988), and in responses to sex role portrayals (Al-Olayan and Karande, 2000;Orth and Holancova, 2004) and to sexual appeals (Jones, Stanaland, and Gelb 1998;LaTour, 1990;). For a complete overview of sex related issues in advertising research, we refer to the comprehensive review by Wolin (2003).…”

Section: Sex Differences and Advertising Preferencesmentioning

confidence: 99%