Taking it Off: Are Models in Magazine Ads Wearing Less?

Soley, Lawrence C.; Reid, Leonard N.

doi:10.1177/107769908806500419

Cited by 103 publications

(68 citation statements)

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“…Though Soley and Reid (1988) identified kissing as a "sexual activity" in advertising, our advertisement featuring an attractive, young couple kissing produced a variety of responses.…”

Section: Discussionmentioning

confidence: 99%

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The Role of Female Sexual Self-Schema in Reactions to Non-explicit Sexual Advertising Imagery

Mayer

Peev

2017

Creating Marketing Magic and Innovative Future Marketing Trends

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We explore females' reactions to a non-explicit, but still sexually-themed, advertisement. Specifically, we consider the role of female sexual self schema (SSS) in the identification of the level of sex present in such an advertisement, and then resultant effects on attitudes and purchase intent. We find that while SSS has no effect on the perceived level of sex present, it does influence resultant dependent variables, particularly for low-SSS females. Informed by our study and extant literature, we also offer areas for further SSS-based advertising research, particularly regarding issues of females' perceptions of advertisement and brand fit with sexual themes.

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“…Though Soley and Reid (1988) identified kissing as a "sexual activity" in advertising, our advertisement featuring an attractive, young couple kissing produced a variety of responses.…”

Section: Discussionmentioning

confidence: 99%

“…In terms of model interactions in advertising, Soley and Reid (1988) classify kissing as a "sexual contact" (versus nonsexual contact such as holding hands), but it is clearly not as sexual as other contact types (e.g., simulated foreplay or simulated sex).…”

Section: Participants Design and Stimulusmentioning

confidence: 99%

The Role of Female Sexual Self-Schema in Reactions to Non-explicit Sexual Advertising Imagery

Mayer

Peev

2017

Creating Marketing Magic and Innovative Future Marketing Trends

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“…To lure viewers, up to 25% of network promos -the ads networks air to promote their programming -contain sexual scenes. Overall, sexual themes and images are more likely to appear in men's and women's fashion, beauty, and general-interest magazines (Soley and Reid, 1988). Online ads contain sexual content as well; up to 20% of banner ads on the most popular news and sports sites contain images of physically attractive models.…”

Section: History and Prevalencementioning

confidence: 99%

Sex in Advertising

Reichert

2010

Wiley International Encyclopedia of Marketing

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Sex in advertising is a controversial topic in marketing. Types of sexual content typically consist of nudity or physically attractive models in revealing clothing, sexual poses, and other forms of sexual behavior, facilitating factors such as lighting, editing, and sound, and verbal information such as double entendre, suggestive language, or innuendo. Up to 10% of television commercials contain sexual content, compared to a higher proportion in magazine and Internet ads. Research shows that sex in advertising attracts attention, but if its use is not relevant to the product, it can distract viewers from attending to the advertised message and ad sponsor. However, most uses of sex in advertising assert sex‐related outcomes as a result of buying and using the brand (e.g., “I'll be more sexually attractive if I use this fragrance.”). Archaeology discovered early forms of painted murals advertising brothels in ports along the Mediterranean coast. During the modern era, sex in advertising specifically targeted men or women in publications until the 1960s when television commercials reached mass audiences. Sex in advertising is not held in high regard within the advertising profession and its use prompts legitimate criticism regarding the ways in which sexual ads depict women.

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“…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%

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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Taking it Off: Are Models in Magazine Ads Wearing Less?

Cited by 103 publications

References 0 publications

The Role of Female Sexual Self-Schema in Reactions to Non-explicit Sexual Advertising Imagery

The Role of Female Sexual Self-Schema in Reactions to Non-explicit Sexual Advertising Imagery

Sex in Advertising

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

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