Erotic appeals in advertising

Advertising Appeals

Creating advertising that appeals to Chinese women

The study attempts to study Chinese women’s perception of television advertising. Thirty commercials were viewed by 58 working women and 40 full time housewives, who checked any of the 20 adjectives adopted from Aaker and Bruzzone (1981) study. Results indicated that there was great difference in their perceptions of thinking and feeling commercials. While female audiences perceived emotional a...

Gender-related reactions to gratuitous sex appeals in advertising

This research investigates differences and similarities between men and women in their spontaneous reactions to gratuitous sexual appeals in advertising. Earlier research suggests that both males and females will react negatively to such ads because of perceptions of unethicality, manipulativeness, etc. However, we hypothesize and find that, under the sort of constrained processing conditions t...

Guilt appeals in advertising: what are their effects?

This study examined consumers' emotional responses, their attitudes toward advertisements and brands, attributions about the companies promoting the brands, and purchase intention for ads varying on level of guilt appeal. Sixty working mothers, a prime target of guilt appeals, participated in the study. Results indicated that moderate guilt appeals elicited more felt guilt in the working mother...

Relevant Sex Appeals in Advertising: Gender and Commitment Context Differences

This research investigates differences in men's and women's attitudes toward ads featuring product-relevant sex appeals. It is found that women, but not men, were more negative toward an ad featuring an attractive opposite-sex model when their commitment thoughts were heightened. Women were also more negative toward an ad with an attractive same-sex model in the presence of commitment thoughts,...