Perception of Sex Appeal in Print Advertising by Young Female Anglo-Saxon and Second Generation Asian-Islamic British

Veloutsou, Cleopatra; Ahmed, Shaista Riaz

doi:10.1300/j057v11n02_07

Cited by 9 publications

(8 citation statements)

References 28 publications

(35 reference statements)

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“…Sex appeals remain a common advertising technique used in mainstream media as a mechanism to draw consumer attention (Hyllegard et al, 2010) and breaking through the clutter of the media environment (Putrevu, 2008). It has also become a powerful tool for practitioners in positioning their brand as making the consumer sexually attractive, with propositions of sex-related benefits highlighted to the brand's purchaser (Reichert and Alvaro, 2001; Veloutsou and Ahmed, 2005), which is the norm in the promotion of a wide range of female consumer products (Reichert and Carpenter, 2004; Reichert et al, 2011). As a result of changing moral standards, a blurred line is emerging between sexual stimuli women perceived as appealing and sexually stimulating (i.e.…”

Section: Introductionmentioning

confidence: 99%

Does Sexual-Stimuli Intensity and Sexual Self-Schema Influence Female Consumers’ Reactions toward Sexualised Advertising? An Australian Perspective

Wyllie

Carlson

Rosenberger

2015

Australasian Marketing Journal

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Limited empirical research has investigated the impact of varying intensity levels of sexual-stimuli in print advertising on consumer behaviour together with the influence of sexual self-schema (SSS). Therefore, an exploratory experimental study was conducted with Australian women that examined the influence of explicit (high) versus mild (low) sexual stimuli intensity in print advertisements, and positive (high) versus negative (low) sexual self-schema levels on their reactions toward sex appeals. The results suggest that mild sexual-stimuli intensity has a more positive influence on women's attitudes and intended purchase behaviours, and that SSS has a limited influence. Further analysis suggests that the dimensionality of the SSS construct has shown divergent findings to prior U.S. centric research, calling for further studies to scrutinise the construct beyond this advertising context. Practitioner implications and future research directions are discussed.

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Section: Introductionmentioning

confidence: 99%

Does Sexual-Stimuli Intensity and Sexual Self-Schema Influence Female Consumers’ Reactions toward Sexualised Advertising? An Australian Perspective

Wyllie

Carlson

Rosenberger

2015

Australasian Marketing Journal

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“…It has also become a powerful tool in positioning a brand as sexual, with propositions of sex-related benefits exemplified to the brand's purchaser (Reichert & Alvaro, 2001;Veloutsou & Ahmed, 2005).…”

Section: Introductionmentioning

confidence: 99%

Examining the influence of different levels of sexual-stimuli intensity by gender on advertising effectiveness

Wyllie

Carlson

Rosenberger

2014

Journal of Marketing Management

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Sexual appeals grab attention and elicit emotional responses, yet the existing literature surrounding this area of research has yielded inconsistent findings with regard to their ability to influence consumer liking and preference. Little attention has also been given to investigating sexual appeals beyond the scope of the effects of gratuitous sexual stimuli (nudity), and as such, most of what is known about sexual appeal advertising is centred on the effects of nudity alone. The current study examines sexual-stimuli intensity (explicit vs. mild) in print advertising and assesses its influence on advertising effectiveness and how this varies by gender for Australian consumers. An experiment is conducted as a test of the hypothesised relationships, with findings indicating that the level of sexual-stimuli intensity in print advertising is more effective in influencing consumers' attitudinal and behavioural responses when depicted at a mild intensity level than at an explicit intensity level. These findings offer important insights for marketers in the design and configuration of sexual appeals used in advertising to maximise the effectiveness of ads to achieve favourable consumer behaviour outcomes.

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“…Quelques travaux apportent des premiers enseignements attestant l’heuristique d’un tel questionnement. Les recherches consultées con-frontent le choc à d’autres cultures que la culture occidentale, parfois en adoptant une focale sur l’une d’entre elles en particulier (Ghani et Ahmad, 2015 ; Mukattash et al, 2023 ; Wilson et Ayad, 2022), parfois également en proposant une approche comparative la confrontant à la culture occidentale (Engelbart et al, 2017 ; Veloutsou et Ahmed, 2006). Entérinant une définition axiologique du choc qui cherche a détourner les valeurs et les normes sociales, ces recherches privilégient certaines dimensions qui relèvent de ces valeurs partagées, par exemple celles qui renvoient aux religions.…”

Section: Discussionunclassified

Le shockvertising : trajectoire historique d’une technique publicitaire controversée

Bui-Nguyen,

Canu

2024

Recherche et Applications en Marketing (French Edition)

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Résumé L’objectif de cet article est de revenir sur une technique publicitaire tout à la fois ordinaire et controversée : le shockvertising. En mobilisant une approche historique, nous avons construit un corpus analytique qui couvre plus d’un siècle de recherches publiées dans le champ du Marketing et de la publicité sur l’utilisation du choc dans une campagne publicitaire. L’examen qualitatif de ce corpus nous permet de dessiner une trajectoire institutionnelle du shockvertising et de scinder son évolution en plusieurs périodes. S’observe ainsi l’acceptation progressive d’une technique initialement condamnée par les premiers professionnels de la publicité, puis la segmentation de cette technique et son affectation progressive à des territoires marketing spécifiques, enfin la mise en question de son efficacité et la critique de son acceptabilité par de nouvelles figures du consommateur soucieuses de défendre et exprimer certaines valeurs sociales. Le chemin parcouru permet de réaliser un état des connaissances actuelles et ouvre de nouvelles perspectives de recherche sur la thématique du shockvertising.

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Perception of Sex Appeal in Print Advertising by Young Female Anglo-Saxon and Second Generation Asian-Islamic British

Cited by 9 publications

References 28 publications

Does Sexual-Stimuli Intensity and Sexual Self-Schema Influence Female Consumers’ Reactions toward Sexualised Advertising? An Australian Perspective

Does Sexual-Stimuli Intensity and Sexual Self-Schema Influence Female Consumers’ Reactions toward Sexualised Advertising? An Australian Perspective

Examining the influence of different levels of sexual-stimuli intensity by gender on advertising effectiveness

Le shockvertising : trajectoire historique d’une technique publicitaire controversée

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