Female Nudity, Arousal, and Ad Response: An Experimental Investigation

LaTour, Michael S.; Pitts, Robert E.; Snook-Luther, David C.

doi:10.1080/00913367.1990.10673200

Cited by 116 publications

(74 citation statements)

References 45 publications

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“…As discussed earlier, several studies have shown that females report more negative responses to sex appeals in advertising than do males (LaTour et al, 1990). Similarly, we found, across both studies, that female respondents reported more negative attitudes toward sexist alcohol ads than did males.…”

Section: Discussionsupporting

confidence: 66%

“…As a result of their heavy utilization of stereotypes, advertisements have been the subject of much research with regard to the portrayal of gender roles. females a more negative response (LaTour, Pitts, and Snook-Luther, 1990)-which, as the investigators pointed out, would result in little net effect if the target audience contained equal numbers of males and females. LaTour and Henthorne also found that this was the case for both perfume brand attitude and ad attitude; further, females in that study displayed more tension and uneasiness when shown the nude ad than did males (LaTour and Henthorne, 1993).…”

Section: Introductionmentioning

confidence: 99%

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Sex and Sexism in Australian Alcohol Advertising: (Why) Are Women More Offended than Men?

Jones

Reid

2011

CMR

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Alcohol advertisements often attract criticism for portraying women in an overtly sexual and demeaning fashion, with past research finding that women are more critical than men. The first study reported here found that neither feminism nor gender role identity added substantial explanatory power beyond that of gender. Females reported more negative attitudes toward ads that used demeaning sexual appeals and more positive attitudes toward empowering appeals. The second study provided quantitative evidence in support of the assumption that it is offensive sexual portrayals, rather than other aspects of sexist advertisements, that are disliked.

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Section: Discussionsupporting

confidence: 66%

Section: Introductionmentioning

confidence: 99%

Sex and Sexism in Australian Alcohol Advertising: (Why) Are Women More Offended than Men?

Jones

Reid

2011

CMR

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“…Mesmo sendo considerado um tabu em algumas sociedades (MANCEAU e TISSIER-DESBORDES, 2006), o uso de apelos sexuais em propagandas impressas tem ocorrido desde o início da década de 70 (LATOUR, PITTS e SNOOK-LUTHER, 1990). A partir da mesma época, pesquisadores de marketing e propaganda começaram a estudar temas ligados ao uso de apelos sexuais em propagandas, tais como: as relações entre o uso de apelos sexuais e marca (STEADMAN, 1969; ALEXANDER e JUDD Jr., 1978); a atitude do consumidor frente a propagandas contendo apelos sexuais (MORRISON e SHERMAN, 1972;DUDLEY, 1999); intenção de compra de produtos (GRAZER e KEESLING, 1995); ou ainda questões morais e éticas relacionadas ao uso de apelos sexuais na propaganda (BODDEWYN, 1991;GOULD, 1994;LATOUR e HENTHORNE, 1993); ou a imagem feminina na propaganda (CHESTNUT, LACHANCE e LUBITZ, 1977;FORD, LATOUR e LUNDSTROM, 1991;FORD e LATOUR, 1993e 1996.…”

Section: Introductionunclassified

Um Experimento sobre o Efeito de Apelos Sexuais em Propagandas Reais de Cerveja sobre a Intenção de Compra e Atitude Frente à Propaganda de Jovens Adultos

Cunha¹,

Sauerbronn²

2014

SCG

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ResumoA presença constante de informação sexual na propaganda brasileira, seja na forma de comportamento sexual, utilização de modelos atraentes, nudez, fetichismo ou promessas de satisfação sexual e intimidade, não é acompanhada pelo desenvolvimento do conhecimento a respeito da utilização de apelos sexuais na propaganda nacional. Este trabalho busca avançar na compreensão da percepção do consumidor a respeito dos apelos sexuais utilizados em propagandas reais e investigar relações entre o uso de apelos sexuais em propagandas e a atitude frente à propaganda e a intenção de compra do consumidor. Para tanto, realizamos um estudo sobre os apelos sexuais em propagandas de cerveja com jovens universitários. Nossa escolha de produto se baseou no fato da cerveja ser amplamente consumida entre os jovens e porque os fabricantes mantêm uma preocupação constante em desenvolver novas peças de propaganda a fim de manter ou mesmo ampliar sua participação no mercado. Os dados não trouxeram respostas consistentes com relação ao uso de apelos sexuais em propagandas de cerveja e à intenção de compra ou a atitude frente à propaganda, mas serviram para uma discussão acerca do apelo sexual relacionado diretamente ao produto cerveja. Além disso, o estudo ofereceu algumas respostas relacionadas à identificação efetiva de apelo sexual, tais como maior sensibilidade do público feminino e implicações relacionadas à utilização de apelos sexuais na propaganda relevantes para praticantes e acadêmicos. Palavras-chave: Propaganda. Apelo Sexual. Intenção de Compra. Atitude. AbstractThe permanent presence of sexual information in Brazilian advertising, whether in the form of sexual behavior, use of attractive models, nudity, fetishism or promises of sexual satisfaction and intimacy, is not accompanied by the development of knowledge about the use of sexual appeals in national advertising. The present paper aims to advance the understanding of

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“…It can be seen through the comparison of male and female's responses. According to LaTour et al (1990), opposite-sex-nude model advertisements were viewed more positively than the same-sex-nude. Consumers find that opposite-sex-nude is attracting but same-sex-nude is offensive because people tend to relate themselves with the individual in advertisement.…”

Section: Consumer Attitudementioning

confidence: 99%

Literature Review on the Use of Sex Appeal vs Non-Sex Appeal Advertising in the Malaysian Context

Sarpal¹,

Saleh²,

Teck³

et al. 2018

IJMS

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This research examines the perception of customers towards sex appeal advertising. Effect of sex appeal advertising has to be measure in terms of ABC model of attitude, which are affective, behavioural and cognitive. Through the sex appeal advertising, cultural values, lifestyle and behaviours can be affected. Acceptance of nudity among different gender and religious had been investigated in Malaysia market. Research findings show that Chinese are more likely to accept mild sex-appeal advertising while Muslims could not accept it. Women perceive sex appeal more negatively than men, yet react quite positively towards sex appeal advertisements that is linked with the product itself. Other than that, high nudity levels in advertisements was not well received. Further analyses on the acceptance of sex appeal ads in Western countries compared to Asian countries where there're major difference identified in terms of religion constraints and gender issue. Findings signify Malaysians are more conservative in terms of sex appeal advertising compared to the Westerns whereas females tend to be more sensitive towards sex appeal advertisements rather than males.

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Female Nudity, Arousal, and Ad Response: An Experimental Investigation

Cited by 116 publications

References 45 publications

Sex and Sexism in Australian Alcohol Advertising: (Why) Are Women More Offended than Men?

Sex and Sexism in Australian Alcohol Advertising: (Why) Are Women More Offended than Men?

Um Experimento sobre o Efeito de Apelos Sexuais em Propagandas Reais de Cerveja sobre a Intenção de Compra e Atitude Frente à Propaganda de Jovens Adultos

Literature Review on the Use of Sex Appeal vs Non-Sex Appeal Advertising in the Malaysian Context

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