On the reduced effectiveness of some sexually suggestive ads

Judd, Ben B.; Alexander, Milton

doi:10.1007/bf02721868

Cited by 36 publications

(15 citation statements)

References 7 publications

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“…This is itself is a dilemma and it may indicate the society's normative beliefs and subjective norms impacting the answers by respondents as there was no significant difference between responses for revealing attire and partially sexy advertisements. Nevertheless the findings support past research that showed that increasing of sex appeal in advertisements will be seen as offensive and therefore less effective to females (Fetto, 2001;Judd & Alexander, 1983). …”

Section: Discussionsupporting

confidence: 89%

Malaysian Malay’s Perspective on Printed Sexy Advertisement

Krisnan¹,

Run²

2016

IJBM

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This paper sets out to extend current knowledge on reaction towards different levels of sexiness in printed advertisement by Malaysian Malays. This research test these affected based on male models in the communication and advertising literature on Malay in Malaysia utilizing questionnaire based on a set of different levels of sexiness in advertisement. The advertisement used was for non-controversial product (perfume) but some of the advertisement was contentious. Researcher used three levels of advertisements; a fully clothed male model, a revealing attire male model, and a partially sexy male model. Data collected was analyzed using Mean and compared against the response of male and female respondents. Findings indicates that Malay respondents preferred to view fully clothed advertisement followed by revealing attire and partially sexy advertisements. Main limitation for this research is the study used three different advertisements, but each respondents saw only one. Future research will benefit from further improvement (use female and both male and female models) and replication to other ethnic groups. Implications for business are then provided in this paper.

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Section: Discussionsupporting

confidence: 89%

Malaysian Malay’s Perspective on Printed Sexy Advertisement

Krisnan¹,

Run²

2016

IJBM

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“…These types of commercials produce a physiological arousal response (Belch et al, 1981;Peterson & Kerin, 1977;LaTour, 1990;Morrison & Sherman, 1972). They increase the arousal emotions, but do not necessarily generate positive emotions (Judd & Alexander, 1983;Stedman, 1969). Stimulating the attention by an excessive use of bareness can have unfavorable consequences due to the predominance of negative emotions (LaTour, 1990;Richmond & Hartman, 1982).…”

Section: The Impact Of the Provocation On The Arousal Emotionsmentioning

confidence: 99%

“…Studies conducted on the relationship between the consumers' gender and their attitudes toward the use of eroticism in advertisements state that women are more sensitive to erotic provocation (Dudley, 1999). The perception of advertisements and the generation of negative emotions and arousal vary according to the consumer's gender (Belch et al, 1981;Dudley, 1999;Judd & Alexander, 1983;LaTour, 1990;Manceau & Tissier-Desbordes, 1999;Reidenbach & Mc Cleary, 1983;Sciglimpaglia et al, 1979). Women are more unfavourable to the use of sexuality in commercials (Johnson & Satow;Wise & Mirenski;in Dudley, 1999).…”

Section: The Moderating Role Of Gendermentioning

confidence: 99%

“…Female bareness is used more than masculine bareness in advertising (Dudley, 1999;Soley & Kurzbard, 1986;Reid, Salmon, & Soley, 1984;Reidenbach & Mc Cleary, 1983). The literature focuses essentially on the provocative aspect of bareness (Manceau & Tissier-Desbordes, 2005;Pope, Voges, & Brown, 2004), its attractive and emotional power (Judd & Alexander, 1983;LaTour, 1990;Simpson, Horton, & Brown, 1996), and its effects on the attitude (Dianoux & Linhart, 2010;Duddley, 1999;LaTour & Henthorne, 1993). Some deontological approaches raise issues about the morality of using bareness by advertisers.…”

Section: Introductionmentioning

confidence: 99%

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Female Bareness in Print Advertisements: Do Religiosity and Gender Matter?

Amor¹,

Ghachem²,

Garrouch³

et al. 2014

IJMS

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This paper studies Tunisian respondents' reactions to female bareness according to their gender and their level of religiosity. The purpose of the study is to construct a model describing the effect of the provocation, through female bareness, on viewer's reactions. The investigation is conducted in Tunisia. The results emphasize the moderating role of the gender and the positive impact of religiosity on negative emotions during an exposure to female bareness. The theoretical contributions of this research involve the mediating effect of the emotions; the survey shows that negative emotions play a mediator role in the persuasive processes.

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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%

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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On the reduced effectiveness of some sexually suggestive ads

Cited by 36 publications

References 7 publications

Malaysian Malay’s Perspective on Printed Sexy Advertisement

Malaysian Malay’s Perspective on Printed Sexy Advertisement

Female Bareness in Print Advertisements: Do Religiosity and Gender Matter?

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

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