Mechanisms Underlying the Effects of Sexy and Humorous Content in Advertisements

Sparks, Johnny V.; Lang, Annie

doi:10.1080/03637751.2014.976236

Cited by 44 publications

(42 citation statements)

References 47 publications

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“…Numerous studies have shown the above-mentioned patterns and supported the LC4MP's explanation of motivated cognitive processing across various mediated contexts including advertising, television, radio, still images, computers, and video games (e.g., Bartsch & Oliver, 2011;Bradley, Angelini, & Lee, 2007;Chung & Sparks, 2015;Lang et al, 2007;Mickley Steinmetz & Kensinger, 2009;Sparks & Lang, 2015). The evidence indicated that pleasant opportunity information with a low intensity level was better remembered than threat information with a low intensity level because of the higher resting-activation level of the appetitive system, or PO.…”

Section: Motivational Systems Cognitive System and Individual Diffementioning

confidence: 91%

“…The system and level of motivational activation regulate the allocation of automatic cognitive resources to processing message information (Bradley, Angelini, & Lee, 2007;Chung & Sparks, 2015;Gangadharbatla, Bradley, & Wise, 2013;Lang, 2006;Sparks & Lang, 2015). The appetitive system primarily functions to promote memory of survival-relevant opportunities for sustenance.…”

Section: Motivational Systems Cognitive System and Individual Diffementioning

confidence: 99%

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The Effects of Psychobiological Motivational Traits on Memory of In‐Game Advertising Messages

Sparks

Chung

2015

Psychology and Marketing

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This study examined the influence of psychobiological motivational traits related to individual approach and avoidance tendencies on cognitive processing of in‐game advertising. Participants played a custom‐built video game containing billboard advertisements. After playing the game, participants’ approach, positivity offset (PO), and avoidance, negativity bias (NB), traits were measured using the motivation activation measure (MAM). Recognition and recall memory were greater for high PO and low NB trait individuals. The findings of this study imply that advertising in first‐person‐shooter (FPS) video games may be most effective when targeting individuals with simultaneously high PO and low NB, risk takers, but least effective for those with low PO and high NB, risk avoiders.

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Section: Motivational Systems Cognitive System and Individual Diffementioning

confidence: 91%

Section: Motivational Systems Cognitive System and Individual Diffementioning

confidence: 99%

The Effects of Psychobiological Motivational Traits on Memory of In‐Game Advertising Messages

Sparks

Chung

2015

Psychology and Marketing

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“…The majority of studies on the effect of sexual content in advertisements suggests that sexual advertisements are more memorable than their neutral counterparts (e.g., King et al, ; Leka, McClelland, & Furnham, ; Toverljani, McClelland, & Furnham, ). The positive effect of sexual content in advertising has also been supported by behavioural measures of buying intention (Reichert et al, ), as well as an increase in physiological measures such as skin conductance level (Belch, Holgerson, Belch, & Koppman, ) and heart rate (Sparks & Lang, ). Most studies in this area have used two types of dependent variable, namely, some measure of memory for the advertisement (free or cued recall or product recognition) and/or buying intentions.…”

Section: Introductionmentioning

confidence: 89%

Advertisement–programme congruence in memory of sexual fragrance advertisements

Wong

McClelland

Furnham

2019

Applied Cognitive Psychology

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The current study explored the effect of sexual content in advertisements and the programme-advertisement congruence on the memory of sexual and nonsexual advertisements. Seventy participants (41 females and 29 males) were randomly allocated to one of four conditions. They viewed either The Bachelorette (sexual programme) or I'm a Celebrity… Get Me Out of Here! (nonsexual programme) with sexual or nonsexual fragrance advertisements placed within the programme. The order of the advertisements was counterbalanced across participants to control for order effects. Free and cued recall of the advertisements were assessed. As predicted, there was a main effect of advertisement type, with the sexual advertisements better recalled than the nonsexual advertisements. Contrary to our prediction, the sexual content of the programme did not have an effect on advertisement recall.There was an interaction between the advertisement type and programme type; sexual advertisements were remembered better when embedded within a sexual programme. Limitations of this study are considered.

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“…La primera marca en violar el tabú de mostrar anuncios en medios masivos, mostrando glúteos y penes, fue Calvin Klein en 1983 con su campaña de ropa interior (Reichert & Lambiase, 2012). Según diversas investigaciones, las marcas utilizan apelativos sexuales como estímulos para potencializar su personalidad y/o aumentar sus ventas (Belch et al, 1987;LaTour, 1990;MacInnis et al, 1991;Percy & Rossiter, 1992;Reichert et al, 2007;Spark & Lang, 2015). Aunque el sexo en la publicidad ha sido un tema controversial; éste es usado de forma natural en productos como cosméticos, perfumes o accesorios de moda.…”

Section: El Sexo En La Publicidadunclassified

“…El uso abierto de imágenes con apelativos sexuales es comúnmente representado en la publicidad de los consumidores estadounidenses (Reichert, et al, 1999). Diversas investigaciones argumentan que el uso de contenido sexual en la publicidad es utilizado para alcanzar diferentes objetivos como: atraer la atención del consumidor, incrementar la actitud positiva, aumentar el interés y la intención de compra hacia una marca (Belch et al, 1987;LaTour, 1990;MacInnis et al, 1991;Percy & Rossiter, 1992;Reichert et al, 2007;Spark & Lang, 2015). Brito-Rhor, M. D.; Rodríguez-Herráez, B., y Chachalo-Carvajal, G. P. ¿Influye la intensidad de los estímulos sexuales y el feminismo en las actitudes de los consumidores hacia las apelaciones sexuales y el juicio ético?…”

Section: Introductionunclassified

¿Influye la intensidad de los estímulos sexuales y el feminismo en las actitudes de los consumidores hacia las apelaciones sexuales y el juicio ético? Una perspectiva ecuatoriana

Rhor

Herráez

Carvajal

2019

SEECI

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Grace P. Chachalo-Carvajal: Universidad San Francisco de Quito. Ecuador. pchachalo@estud.usfq.edu.ec RESUMEN El objetivo de esta investigación fue analizar si la actitud hacia el pensamiento feminista, en un contexto cultural latino, influía en la actitud hacia diferentes anuncios publicitarios que utilizaban apelaciones sexuales hacia el cuerpo de la mujer. Este estudio tomó como base teórica las investigaciones realizadas por Hojoon Choi, Kyunga Yoo, Tom Reichert y Michael LaTour (2016). Se mostraron 4 avisos publicitarios con varios tipos de apelaciones sexuales: desnudez completa, semi-desnudez, nada de desnudez y sexismo hostil. Los resultados arrojados muestran que la media de la actitud feminista (M=3.52, SD=0.82) se encuentra de regular a buena y existe una diferencia significativa entre hombres (M=3.38, SD=0.87) y mujeres (M=3.64, SD=0.77). Las mujeres muestran levemente una actitud más feminista que la de los hombres. En cuanto a las actitudes ante los anuncios publicitarios con diferentes tipos de contenido sexual, se evidenció que existía una diferencia significativa de las medias sobre la actitud ética hacia los mismos. Mientras mayor grado de desnudez se utilizaba en el anuncio, la actitud 1 María D. Brito-Rhor: PhD(c) en Ciencias Sociales y Jurídicas, Universidad Rey Juan Carlos. MBA especialización en Marketing y Finanzas, Rodríguez-Herráez, B., y Chachalo-Carvajal, G. P. ¿Influye la intensidad de los estímulos sexuales y el feminismo en las actitudes de los consumidores hacia las apelaciones sexuales y el juicio ético? Una perspectiva ecuatoriana 46 Revista de Comunicación de la SEECI. 15 marzo 2019 /15 julio, 2019, nº 48, 45-63 ética era más negativa. Además, la media del juicio ético sobre el anuncio con "sexismo hostil" fue significativamente diferente al anuncio con semi-desnudez y desnudez completa. De los cuatro anuncios se pudo encontrar una diferencia significativa entre la actitud feminista y la actitud ética hacia el anuncio que contenía imágenes de sexismo ABSTRACTThe objective of this piece of research was to analyze if the attitude toward feminist thought, in a Latin cultural context, influenced the attitude toward different advertisements that used sexual appeals to the body of women. This study was based on theoretical research conducted by Hojoon Choi, Kyunga Yoo, Tom Reichert and Michael LaTour (2016). There were 4 advertisements with various types of sexual appeals: complete nudity, semi-nudity, no nudity and hostile sexism. The results show that the average feminist attitude (M = 3.52, SD = 0.82) is from fair to good and there is a significant difference between men (M = 3.38, SD = 0.87) and women (M = 3.64, SD = 0.77). Women show a slightly more feminist attitude than men. Regarding attitudes to advertisements with different types of sexual content, it was evident that there was a significant difference in the means of ethical attitude towards them. The higher the level of nudity used in the advertisement, the more negative the ethical attitude was. In addition, the average et...

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Mechanisms Underlying the Effects of Sexy and Humorous Content in Advertisements

Cited by 44 publications

References 47 publications

The Effects of Psychobiological Motivational Traits on Memory of In‐Game Advertising Messages

The Effects of Psychobiological Motivational Traits on Memory of In‐Game Advertising Messages

Advertisement–programme congruence in memory of sexual fragrance advertisements

¿Influye la intensidad de los estímulos sexuales y el feminismo en las actitudes de los consumidores hacia las apelaciones sexuales y el juicio ético? Una perspectiva ecuatoriana

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