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Advertising: The Effect of sex on Consumer Attitudes "Survey Study"

أثر استخدام الجنس في الإعلان في اتجاهات المستهلك دراسة مسحية

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 Publication date 2014
and research's language is العربية
 Created by Shamra Editor




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This research consists of two parts. The first part depends on the previous researches and literature dealing with the subject research "sex in advertising". This research aims through the first part to analyze "sex in advertising" phenomenon, since advertisers use sex in advertising to attract the consumer to the advertisement. This research through field study aims to measure the effect of sex in advertising on the consumer's attitude toward advertising and towards brand according to the consumer's gender. Through survey study, the research shows that there is a positive effect of sex in advertising on the consumer's attitude towards advertising and brand: when the consumers are male, whereas there is a negative effect of sex in advertising on the consumer's attitude towards advertising and brand when the consumers are females. Based on the findings, researchers suggest that advertisers can use sex in advertising to create a positive attitude toward advertising and brand when the consumers are males, and avoid using sex in the advertising addressed to female consumers with the aim to gain positive attitude towards both advertising and brand.

References used
Cheng, Benjamin Ka Lun, Duo, Christine Zhi Qun.The Advertising Effectiveness of Projecting Humorous Elements into Sexual Advertising Appeals: An Experimental Study, Communication Studies Department ,School of Communication, Hong Kong Baptist University,(2009), P12
JURATE, EGLE, JOKSAITE, REGINA, VIRVIL, Relationship of Consumer Attitude and Brand: Emotional Aspect. Kauno Technology University, (2007), P 70
NEAL, C., QUESTER, P. and HAWKINS, D, Attitude and Attitude Change, Consumer Behavior. Sydney: McGraw-Hill Australia Pty Limited, (2004), P 331
PANDEY, B., Basic Principles Of Advertising And Public Relation. Guru Jambheshwar University of Science & Technology Department of Advertising Management & Public Relations,(2012), P3
Sukanlaya, Sawang, Sex Appeal in Advertising: What Consumers Think, Journal of Promotion Management, Volume 16, (2010), P7
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