The present study examined the ‘Influence of Youth’s general perception towards use of sex appeal in advertisements on effectiveness of Advertisements using varying degree of intimacy between couple images as a tool for promotion’. General Linear Model MANOVA was applied and results indicate that perception influences the effectiveness of Advertisements at multivariate level. At univariate level the influence proved significant for Wild and Mild stimuli not for moderate appeal.
Impact of viewer perception on effectiveness of couple image sex appeal adver...Alexander Decker
The document discusses a study that examined how viewers' general perceptions of the use of sex appeal in advertisements influences the effectiveness of advertisements using varying degrees of intimacy between couple images. The study applied a General Linear Model MANOVA. The results indicate perception influences ad effectiveness at the multivariate level. At the univariate level, the influence was significant for ads with "wild" and "mild" sexual stimuli but not for ads with "moderate" appeal. The document provides background on previous research examining the use of sex appeal in ads and viewers' perceptions of sex appeal. It reviews literature related to the effects of sex appeal on ad effectiveness and gender differences in responses.
11.impact of viewer perception on effectiveness of couple image sex appeal ad...Alexander Decker
This document summarizes a study that examined the influence of youth perception toward the use of sex appeal in advertisements on the effectiveness of advertisements using varying degrees of intimacy between couple images. The study used three advertisements categorized as having wild, moderate, or mild sex appeal based on intimacy and nudity. Participants rated their general perception of sex appeal in ads and were then tested on their recognition and recall of the advertisements. Multivariate analysis found perception influenced ad effectiveness overall. At the univariate level, perception significantly influenced the wild and mild stimuli ads but not the moderate appeal ad. The majority of youth participants held a favorable perception of sex appeal in television ads. Wild sex appeal ads showed the highest effectiveness based on recognition and recall testing.
The document discusses different theories of personality including trait, psychoanalytic, humanistic, and social-cognitive theories. Trait theory describes personality in terms of traits like extraversion and neuroticism. Psychoanalytic theory proposes that personality is determined by unconscious forces and defense mechanisms. Humanistic theory views people as inherently good and striving for self-actualization. Social-cognitive theory emphasizes how personal histories and interpretations shape unique personalities.
1) Henry Ford's impact on the auto industry
2) Rivera Frescoes at the Detroit Institute of Art representing the auto industry of the period.
3) Frescoes were sponsored by the Ford family.
This document discusses a collection of 5 vibrant diamond engagement rings that are trendy and exclusive. It also mentions that Adiamor.com offers an extensive collection of diamond engagement rings and provides contact information for representatives who can assist with any questions about a diamond purchase.
Impact of viewer perception on effectiveness of couple image sex appeal adver...Alexander Decker
The document discusses a study that examined how viewers' general perceptions of the use of sex appeal in advertisements influences the effectiveness of advertisements using varying degrees of intimacy between couple images. The study applied a General Linear Model MANOVA. The results indicate perception influences ad effectiveness at the multivariate level. At the univariate level, the influence was significant for ads with "wild" and "mild" sexual stimuli but not for ads with "moderate" appeal. The document provides background on previous research examining the use of sex appeal in ads and viewers' perceptions of sex appeal. It reviews literature related to the effects of sex appeal on ad effectiveness and gender differences in responses.
11.impact of viewer perception on effectiveness of couple image sex appeal ad...Alexander Decker
This document summarizes a study that examined the influence of youth perception toward the use of sex appeal in advertisements on the effectiveness of advertisements using varying degrees of intimacy between couple images. The study used three advertisements categorized as having wild, moderate, or mild sex appeal based on intimacy and nudity. Participants rated their general perception of sex appeal in ads and were then tested on their recognition and recall of the advertisements. Multivariate analysis found perception influenced ad effectiveness overall. At the univariate level, perception significantly influenced the wild and mild stimuli ads but not the moderate appeal ad. The majority of youth participants held a favorable perception of sex appeal in television ads. Wild sex appeal ads showed the highest effectiveness based on recognition and recall testing.
The document discusses different theories of personality including trait, psychoanalytic, humanistic, and social-cognitive theories. Trait theory describes personality in terms of traits like extraversion and neuroticism. Psychoanalytic theory proposes that personality is determined by unconscious forces and defense mechanisms. Humanistic theory views people as inherently good and striving for self-actualization. Social-cognitive theory emphasizes how personal histories and interpretations shape unique personalities.
1) Henry Ford's impact on the auto industry
2) Rivera Frescoes at the Detroit Institute of Art representing the auto industry of the period.
3) Frescoes were sponsored by the Ford family.
This document discusses a collection of 5 vibrant diamond engagement rings that are trendy and exclusive. It also mentions that Adiamor.com offers an extensive collection of diamond engagement rings and provides contact information for representatives who can assist with any questions about a diamond purchase.
The document discusses the challenges facing C-suite executives and their need for strategic partnerships with marketing agencies. It outlines five key issues for C-suites: trust, teamwork, focus, confidence, and passion. It argues that for agencies to become true strategic partners, they must shift their paradigms in several ways - by putting skin in the game, improving the client's business not just marketing, being willing to say no to non-strategic work, insisting on objective metrics and data-driven decisions, and going the extra mile to demonstrate passion for the client's success. The document provides approaches agencies can take to redefine their value, relationship, and metrics of success with C-suite partners.
This document provides information about various animals and activities at Daktari Wildlife Orphanage. It describes new animals that have arrived including Loki the crossbreed puppy, Gerri Junior the injured bird, and May the dog who loves playing with children. It also summarizes a educational trip students took to Kruger Park and news that a student was able to get a job handling reptiles. The document encourages donations to support various animals and provides details on sponsoring opportunities.
New En Softek It Capabilities Brochure March 2011harryatensoftek
EnSoftek is an IT services and solutions provider established in 1998 with headquarters in Portland, OR and offices in Washington DC and India. They offer services such as custom application development, enterprise solutions support, IT staff augmentation, and more. They have experience supporting both commercial clients and government agencies. Their areas of expertise include software development, data architecture, enterprise architecture, SAP implementation, and IT help desk support.
The document discusses improving the odds of successful growth initiatives through proper prioritization and planning. It notes that typically only 25% of growth investments create value due to issues like being off strategy, not being adequately vetted or planned, underfunded, or competing with too many other priorities. The document provides steps to improve the odds such as ensuring initiatives are on strategy, case study justified, properly planned with timelines and resources, adequately funded by stopping less important projects, and specifically prioritized by importance, urgency and champion. Ranking and funding initiatives based on these criteria can help companies beat the 13% achieving sustainable growth.
Forewards customer referral programs for ecommerceJason Dea
Are you spending your marketing dollars on the most efficient channel of them all? Customer referrals, word of mouth, and advocate marketing programs have proven to be the most efficient and the most effective ways for businesses of all sizes to scale and grow. Forewards makes setting up a refer a friend program simple and effective for even the most resource strapped organizations.
Each Christian has a spiritual gift from the Holy Spirit to serve and build up the body of Christ. The document discusses five ministry gifts: apostle, prophet, evangelist, pastor, and teacher. Apostles establish churches and ministries, prophets proclaim God's truth for correction and edification, evangelists communicate the gospel message to non-believers, pastors nurture and care for individuals or groups, and teachers explain and apply God's word. Each gift has distinguishing characteristics and potential cautions.
Richard, a new mongoose at DAKTARI, was brought there after being alone and biting people at a house. Willy the scrub hare was raised at DAKTARI and released into the bush. Storm the spotted eagle owl grew feathers and learned to fly independently. Herbie the porcupine's home was expanded after growing larger than expected. Shady the donkey's leg wound healed with veterinary care. Otts the new mongoose died from an unknown chronic liver condition. The newsletter provides updates on animals, children, fundraising and donating opportunities.
The Wyckoff School District aims to differentiate instruction to meet student needs and create safe learning environments where students can take intellectual risks. The technology curriculum formalizes classroom tech instruction, incorporates the existing curriculum, aligns with standards, and reflects best practices. It is designed using backward design principles, starting with desired learning outcomes and assessing student performance, and will be refined throughout the year. The curriculum ensures tech supports learning objectives, allows for collaboration and adjustment based on ability, and is integrated into daily instruction to promote understanding.
[11 21]impact of viewer perception on effectiveness of couple image sex appea...Perumal Parasuraman
The present study examined the ‘Influence of Youth’s general perception towards use of sex appeal in advertisements on effectiveness of Advertisements using varying degree of intimacy between couple images as a tool for promotion’. General Linear Model MANOVA was applied and results indicate that perception influences the effectiveness of Advertisements at multivariate level. At univariate level the influence proved significant for Wild and Mild stimuli not for moderate appeal.
The document summarizes a study on the impact of different levels of nudity in advertising on consumer attention, interest, desire, and purchase intention (AIDA model). The study found that:
- Men and women reacted differently to sexual stimuli in ads, with men having more positive responses.
- Nudity increased consumer attention but had little influence on desire or purchase intention for the product.
- The ad with a naked model attracted the most potential buyers compared to ads with less or no nudity. However, buying intentions were not directly related to positive attitudes towards the ad.
Vanity of Indians and the Success of the Cosmetic AdvertisementsShanthi Parasuraman
This document discusses vanity among Indians and its role in the success of cosmetic advertisements. It notes that the Indian cosmetic market is growing at 15-20% annually, driven in part by demand for skin whitening products. The document reviews literature on vanity, which is defined as concern for physical appearance and achievements. Studies have found that both men and women are concerned about their appearance and success, though women tend to place more value on attractiveness while men prioritize achievements. The document also discusses how exposure to media portrayals of beauty influences vanity. It then describes a study that examined the relationships between gender, social status, vanity, and the effectiveness of cosmetic advertisements.
Beyond the frills_of_relationship_marketing http://www.cheapassignmenthelp.com/ Assignment Help
Dear student, Cheap Assignment Help, an online tutoring company, provides students with a wide range of online assignment help services for students studying in classes K-12, and College or university. The Expert team of professional online assignment help tutors at Cheap Assignment Help .COM provides a wide range of help with assignments through services such as college assignment help, university assignment help, homework assignment help, email assignment help and online assignment help. Our expert team consists of passionate and professional assignment help tutors, having masters and PhD degrees from the best universities of the world, from different countries like Australia, United Kingdom, United States, Canada, UAE and many more who give the best quality and plagiarism free answers of the assignment help questions submitted by students, on sharp deadline. Cheap Assignment Help .COM tutors are available 24x7 to provide assignment help in diverse fields - Math, Chemistry, Physics, Writing, Thesis, Essay, Accounting, Finance, Data Analysis, Case Studies, Term Papers, and Projects etc. We also provide assistance to the problems in programming languages such as C/C++, Java, Python, Matlab, .Net, Engineering assignment help and Finance assignment help. The expert team of certified online tutors in diverse fields at Cheap Assignment Help .COM available around the clock (24x7) to provide live help to students with their assignment and questions. We have also excelled in providing E-education with latest web technology. The Students can communicate with our online assignment tutors using voice, video and an interactive white board. We help students in solving their problems, assignments, tests and in study plans. You will feel like you are learning from a highly skilled online tutor in person just like in classroom teaching. You can see what the tutor is writing, and at the same time you can ask the questions which arise in your mind. You only need a PC with Internet connection or a Laptop with Wi-Fi Internet access. We provide live online tutoring which can be accessed at anytime and anywhere according to student’s convenience. We have tutors in every subject such as Math, Chemistry, Biology, Physics and English whatever be the school level. Our college and university level tutors provide engineering online tutoring in areas such as Computer Science, Electrical and Electronics engineering, Mechanical engineering and Chemical engineering. Regards http://www.cheapassignmenthelp.com/ http://www.cheapassignmenthelp.co.uk/
This document provides a review of advertising ethics. It discusses several issues in advertising ethics, including deceptive advertising, advertising targeting children, and exploitation of sex/gender. It summarizes several studies that have examined topics like how advertising can influence children's preferences and how practitioners view ethics. The document concludes by noting that stakeholders like manufacturers share responsibility for issues like unhealthy eating habits among children, and not just advertisers.
GENDER ANALYSIS OF PUBLIC RELATIONS AND ADVERTISING IN INDONESIAAJHSSR Journal
1) The document analyzes gender in public relations and advertising in Indonesia, finding that public relations is perceived as predominantly masculine while advertising shows dominance of female gender roles.
2) It indicates feminine traits in Indonesian public relations include being calm, sociable, and thoughtful, while masculine traits refer to assertiveness.
3) However, the portrayal of women in advertising is complex, with women sometimes depicted as intelligent and independent decision-makers rather than just sexual objects.
The document discusses the challenges facing C-suite executives and their need for strategic partnerships with marketing agencies. It outlines five key issues for C-suites: trust, teamwork, focus, confidence, and passion. It argues that for agencies to become true strategic partners, they must shift their paradigms in several ways - by putting skin in the game, improving the client's business not just marketing, being willing to say no to non-strategic work, insisting on objective metrics and data-driven decisions, and going the extra mile to demonstrate passion for the client's success. The document provides approaches agencies can take to redefine their value, relationship, and metrics of success with C-suite partners.
This document provides information about various animals and activities at Daktari Wildlife Orphanage. It describes new animals that have arrived including Loki the crossbreed puppy, Gerri Junior the injured bird, and May the dog who loves playing with children. It also summarizes a educational trip students took to Kruger Park and news that a student was able to get a job handling reptiles. The document encourages donations to support various animals and provides details on sponsoring opportunities.
New En Softek It Capabilities Brochure March 2011harryatensoftek
EnSoftek is an IT services and solutions provider established in 1998 with headquarters in Portland, OR and offices in Washington DC and India. They offer services such as custom application development, enterprise solutions support, IT staff augmentation, and more. They have experience supporting both commercial clients and government agencies. Their areas of expertise include software development, data architecture, enterprise architecture, SAP implementation, and IT help desk support.
The document discusses improving the odds of successful growth initiatives through proper prioritization and planning. It notes that typically only 25% of growth investments create value due to issues like being off strategy, not being adequately vetted or planned, underfunded, or competing with too many other priorities. The document provides steps to improve the odds such as ensuring initiatives are on strategy, case study justified, properly planned with timelines and resources, adequately funded by stopping less important projects, and specifically prioritized by importance, urgency and champion. Ranking and funding initiatives based on these criteria can help companies beat the 13% achieving sustainable growth.
Forewards customer referral programs for ecommerceJason Dea
Are you spending your marketing dollars on the most efficient channel of them all? Customer referrals, word of mouth, and advocate marketing programs have proven to be the most efficient and the most effective ways for businesses of all sizes to scale and grow. Forewards makes setting up a refer a friend program simple and effective for even the most resource strapped organizations.
Each Christian has a spiritual gift from the Holy Spirit to serve and build up the body of Christ. The document discusses five ministry gifts: apostle, prophet, evangelist, pastor, and teacher. Apostles establish churches and ministries, prophets proclaim God's truth for correction and edification, evangelists communicate the gospel message to non-believers, pastors nurture and care for individuals or groups, and teachers explain and apply God's word. Each gift has distinguishing characteristics and potential cautions.
Richard, a new mongoose at DAKTARI, was brought there after being alone and biting people at a house. Willy the scrub hare was raised at DAKTARI and released into the bush. Storm the spotted eagle owl grew feathers and learned to fly independently. Herbie the porcupine's home was expanded after growing larger than expected. Shady the donkey's leg wound healed with veterinary care. Otts the new mongoose died from an unknown chronic liver condition. The newsletter provides updates on animals, children, fundraising and donating opportunities.
The Wyckoff School District aims to differentiate instruction to meet student needs and create safe learning environments where students can take intellectual risks. The technology curriculum formalizes classroom tech instruction, incorporates the existing curriculum, aligns with standards, and reflects best practices. It is designed using backward design principles, starting with desired learning outcomes and assessing student performance, and will be refined throughout the year. The curriculum ensures tech supports learning objectives, allows for collaboration and adjustment based on ability, and is integrated into daily instruction to promote understanding.
[11 21]impact of viewer perception on effectiveness of couple image sex appea...Perumal Parasuraman
The present study examined the ‘Influence of Youth’s general perception towards use of sex appeal in advertisements on effectiveness of Advertisements using varying degree of intimacy between couple images as a tool for promotion’. General Linear Model MANOVA was applied and results indicate that perception influences the effectiveness of Advertisements at multivariate level. At univariate level the influence proved significant for Wild and Mild stimuli not for moderate appeal.
The document summarizes a study on the impact of different levels of nudity in advertising on consumer attention, interest, desire, and purchase intention (AIDA model). The study found that:
- Men and women reacted differently to sexual stimuli in ads, with men having more positive responses.
- Nudity increased consumer attention but had little influence on desire or purchase intention for the product.
- The ad with a naked model attracted the most potential buyers compared to ads with less or no nudity. However, buying intentions were not directly related to positive attitudes towards the ad.
Vanity of Indians and the Success of the Cosmetic AdvertisementsShanthi Parasuraman
This document discusses vanity among Indians and its role in the success of cosmetic advertisements. It notes that the Indian cosmetic market is growing at 15-20% annually, driven in part by demand for skin whitening products. The document reviews literature on vanity, which is defined as concern for physical appearance and achievements. Studies have found that both men and women are concerned about their appearance and success, though women tend to place more value on attractiveness while men prioritize achievements. The document also discusses how exposure to media portrayals of beauty influences vanity. It then describes a study that examined the relationships between gender, social status, vanity, and the effectiveness of cosmetic advertisements.
Beyond the frills_of_relationship_marketing http://www.cheapassignmenthelp.com/ Assignment Help
Dear student, Cheap Assignment Help, an online tutoring company, provides students with a wide range of online assignment help services for students studying in classes K-12, and College or university. The Expert team of professional online assignment help tutors at Cheap Assignment Help .COM provides a wide range of help with assignments through services such as college assignment help, university assignment help, homework assignment help, email assignment help and online assignment help. Our expert team consists of passionate and professional assignment help tutors, having masters and PhD degrees from the best universities of the world, from different countries like Australia, United Kingdom, United States, Canada, UAE and many more who give the best quality and plagiarism free answers of the assignment help questions submitted by students, on sharp deadline. Cheap Assignment Help .COM tutors are available 24x7 to provide assignment help in diverse fields - Math, Chemistry, Physics, Writing, Thesis, Essay, Accounting, Finance, Data Analysis, Case Studies, Term Papers, and Projects etc. We also provide assistance to the problems in programming languages such as C/C++, Java, Python, Matlab, .Net, Engineering assignment help and Finance assignment help. The expert team of certified online tutors in diverse fields at Cheap Assignment Help .COM available around the clock (24x7) to provide live help to students with their assignment and questions. We have also excelled in providing E-education with latest web technology. The Students can communicate with our online assignment tutors using voice, video and an interactive white board. We help students in solving their problems, assignments, tests and in study plans. You will feel like you are learning from a highly skilled online tutor in person just like in classroom teaching. You can see what the tutor is writing, and at the same time you can ask the questions which arise in your mind. You only need a PC with Internet connection or a Laptop with Wi-Fi Internet access. We provide live online tutoring which can be accessed at anytime and anywhere according to student’s convenience. We have tutors in every subject such as Math, Chemistry, Biology, Physics and English whatever be the school level. Our college and university level tutors provide engineering online tutoring in areas such as Computer Science, Electrical and Electronics engineering, Mechanical engineering and Chemical engineering. Regards http://www.cheapassignmenthelp.com/ http://www.cheapassignmenthelp.co.uk/
This document provides a review of advertising ethics. It discusses several issues in advertising ethics, including deceptive advertising, advertising targeting children, and exploitation of sex/gender. It summarizes several studies that have examined topics like how advertising can influence children's preferences and how practitioners view ethics. The document concludes by noting that stakeholders like manufacturers share responsibility for issues like unhealthy eating habits among children, and not just advertisers.
GENDER ANALYSIS OF PUBLIC RELATIONS AND ADVERTISING IN INDONESIAAJHSSR Journal
1) The document analyzes gender in public relations and advertising in Indonesia, finding that public relations is perceived as predominantly masculine while advertising shows dominance of female gender roles.
2) It indicates feminine traits in Indonesian public relations include being calm, sociable, and thoughtful, while masculine traits refer to assertiveness.
3) However, the portrayal of women in advertising is complex, with women sometimes depicted as intelligent and independent decision-makers rather than just sexual objects.
CMS 480 - Final Presentation - Television Advertisements and Their Representa...Andrew Sinclair
This document provides an overview and summary of Andrew Sinclair's presentation on gender representation in television advertisements. It begins with an introduction to the topic and theories that framed the analysis. It then discusses common male and female stereotypes found in ads and background on television viewing habits. The document outlines Sinclair's content analysis methodology of coding 167 ads and presents results showing high levels of attractiveness and objectification themes. It concludes by discussing the implications of perpetuating outdated gender norms in television ads and proposes solutions like increased media literacy.
This document summarizes a research study that examined how the level of fraud, level of friendship, and perception of organizational support influence students' interest in becoming whistleblowers. The study used an experimental design and surveyed 78 students. The results showed that higher levels of fraud increased students' interest in whistleblowing, while friendship level did not affect interest. Perception of organizational support also did not moderate the relationship between fraud/friendship levels and whistleblowing interest. The study aimed to provide insights into designing effective whistleblowing policies and systems.
This study examined how celebrity adoration moderates the relationship between attitudes and purchase intention of celebrity merchandise among Taiwanese adolescents. It applied the theory of planned behavior, which suggests that attitude, perceived norms, and perceived behavioral control predict behavioral intention. The study found that for adolescents who admired a celebrity, attitude and perceived behavioral control better predicted purchase intention, whereas perceived norms better predicted intention for those without celebrity adoration. Celebrity adoration weakened the influence of norms on attitude and intention.
Education of the Students and the Influence of T.V Advertisements on Them: A ...paperpublications3
Abstract: T.V. advertisements are powerful tools. Most advertisements portray glamorous or larger than life scenario which the teenagers end up watching and comparing with their own lives. It is an established fact that advertisements do influences the decision making process of the customers. Advertising has influence on purchase behavior. Advertising does not affect the viewers. If a message is repeated often enough, people will increasingly accept it. In the present study an attempt is made to find out whether education of the students have any bearing upon the purchasing and other decisions of the students. More than 2000 students across different levels from Goa were surveyed to collect the data and tasted statistically which revealed that students in general are not carried away by the exaggerated, deceptive and any other form of advertising. The students have showed a great deal of maturity.
This study analyzed 308 complaints about advertisements received by the Advertising Standards Authority of New Zealand between 2001-2004. The study tested hypotheses about what types of advertisements are most likely to cause offense. The results showed that advertisements containing offensive themes like words/images unsuitable for children were more likely to cause offense than advertisements for products previously thought to be inherently offensive. Advertisements on push media like television were also more likely to cause offense than advertisements on pull media like magazines. This study provides insights into what actually causes offense in real-world advertising complaints rather than hypothetical surveys.
The document discusses several theories related to human reproductive behaviour and relationship formation and development. It describes theories of sexual selection, social penetration theory, physical attractiveness, filter theory, social exchange theory, equity theory, investment model, and relationship dissolution model. Key concepts include anisogamy, inter-sexual selection, intra-sexual selection, self-disclosure, halo effect, matching hypothesis, comparison level, stages of relationship development, intrinsic and extrinsic investments, and the four phases of relationship dissolution. Research supporting and critiquing various aspects of the theories is also reviewed.
11.enterprise involvement of women entrepreneursAlexander Decker
This document summarizes research from 6 sources on topics related to livestock production and marketing in sub-Saharan Africa. It examines cattle marketing channels used by small-scale farmers in South Africa, the adaptive capacity of rural poor to water scarcity in Kenya, cattle and small ruminant production systems in sub-Saharan Africa, the role of livestock in wealth creation in developing countries, pastoralist livestock marketing behavior in northern Kenya and southern Ethiopia, and agricultural marketing in tropical Africa. The document provides an overview of several studies focused on understanding livestock practices and challenges in the region.
This document summarizes research from 6 sources on topics related to livestock production and marketing in sub-Saharan Africa. It examines cattle marketing channels used by small-scale farmers in South Africa, the adaptive capacity of rural poor to water scarcity in Kenya, cattle and small ruminant production systems in sub-Saharan Africa, the role of livestock in wealth creation in developing countries, pastoralist livestock marketing behavior in northern Kenya and southern Ethiopia, and agricultural marketing in tropical Africa. The document provides an overview of research focused on understanding livestock practices and challenges faced by rural communities in the region.
This document discusses generational cohorts and generational transmission in developing markets. It defines generation cohorts as groups born during the same time period who experience similar events during late adolescence and early adulthood. The researchers conducted a study in Sarawak, Malaysia that found generation cohorts defined by major political, economic, social and technological events differed from models used in Western countries. They aim to further define cohorts in developing countries like Malaysia and develop new models to better explain generation formation and transmission across cultures.
The document discusses slacktivism and analyzes motivations and behaviors of different groups on social media towards non-profit campaigns. A survey found that slacktivists and activists scored highest on openness and agreeableness, were most motivated by altruism, and slacktivists rated highest in conscientiousness. While slacktivists and activists were similar, slacktivists agreed most with being influenced to support causes on social media due to scoring high in both altruistic motivations and conscientiousness. The findings provide implications for how non-profits can engage different groups, particularly nurturing slacktivists through communication without overly emotional tactics.
This document provides an overview of phonetic symbolism in advertising. It begins by acknowledging those who supported the author's research. It then discusses how advertising is ubiquitous in modern society and aims to influence consumer behavior. Advertising affects culture by shaping perceptions of needs, desires, and the American dream. Advertisers strategically appeal to consumers' unconscious desires to manipulate attitudes and behavior. Language used in advertising can also influence culture by promoting concise messages and definitions. Advertising plays an important economic role by creating jobs, investment opportunities, and driving supply and demand.
This document summarizes a research paper that investigated the influence of information seeking behavior on attitudes towards advertising using a structural equation modeling approach. The study found that information seekers have more positive attitudes towards advertising compared to non-information seekers. Demographic factors like gender were found to influence information seeking behavior. The most frequently referred information sources for both information seekers and non-information seekers was the internet. The research model tested showed that information seeking behavior positively impacts attitudes towards advertising. The document provides background on factors influencing attitudes towards advertising and the characteristics of information seekers.
This document presents a study exploring how media portrayals of drug behavior, specifically shows like Breaking Bad and Weeds, may influence societal perceptions of drug dealers. The researchers hypothesize that those who watch shows featuring drug behavior will view it more positively. The study uses Cultivation Theory as a framework, which proposes that extensive media exposure shapes viewers' social reality. An online survey collected data on participants' television viewing habits and attitudes towards drug behavior. The results will analyze whether exposure to certain shows correlates with more positive perceptions of drug dealing.
Classification Essay Writing. PPT - How to write an Outline for the Classific...Jami Nguyen
Classification Essay Outline. Learn How to Write a Classification Essay with Our Checklist. How to Write a Division Classification Essay - Useful Guide. Classification Essay: Topics, Outline and Writing Tips HandMadeWriting. How to Write a Good Classification Essay CustomEssayMeister.com. How to Write a Classification Essay Steps, Format and Types of a .... How to Write a Classification Essay That Is Worth an A Blog .... Classification Essay. What is classification in writing. 10.4 Classification. 2022-10-23. Classification essay samples. How to Write a Classification Essay .... How to Write a Classification Essay: A Guide with Explanations Wr1ter. CLASSIFICATION ESSAY.doc. How to Write a Classification Essay - Topics amp; Examples. How to Write a Classification Essay: Example and Tips EssayWriters.us. Classification Essay by Alyssa Servie - Issuu. 150 Classification Essay Topics and Ideas. Custom Writing of All Types of Essays. Division essay topics. Classification Essay Topics to Disclose in .... PPT - How to write an Outline for the Classification Essay PowerPoint .... Tips for writing a classification essay. How to write a classification essay definition, step by step. Classification Essay Instruction With Pre Writing Activities Essays .... Essay Format: Classification. Classification Papers in Academic Writing. Classification Essay by Siobhan Gudat - Issuu. Classification essay writing 3. How to write a classification essay. Classification Essay Leadership Applied Psychology. Classification essay consider important attributes for great dealing by .... Classification Essay Examples, Definition and Writing Guidelines .... How to Write a Classification Essay: Outline, Steps, Writing Tips .... Classification Essay by Lingua Franca Systems Teachers Pay Teachers. Classification Essay Writing Tips Classification Essay Writing Classification Essay Writing. PPT - How to write an Outline for the Classification Essay PowerPoint ...
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Explore our comprehensive slides on the 2024 social media landscape, tailored for educators and marketing professionals in the field of education. With more than 5 billion social media users worldwide and an average individual engagement across as many as seven platforms monthly, understanding these dynamics is crucial for effective educational outreach. Our slides delve into the pivotal trends and strategic adaptations necessary for thriving in this digital arena. Don't miss this opportunity to enhance your strategies with our expert insights.
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impact of viewer perception on effectiveness of couple image sex appeal advertisements
1. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 4, No.1, 2012
Impact of Viewer’s Perception on Effectiveness of Couple
Image Sex Appeal Advertisements
P. Shanthi1* Dr.S.Thiyagarajan2
1. Asst. Prof. Department of Commerce, Guru Nanak College, Chennai-600042, Tamilnadu, India.
2. Asst.Prof. Department of International Business, Pondicherry University, R.V. Nagar, Kalapet,
11
Puducherry-605014, Tamilnadu, India.
* E-mail of the corresponding author: shanthiparasuraman@gmail.com
Abstract
The present study examined the ‘Influence of Youth’s general perception towards use of sex appeal in
advertisements on effectiveness of Advertisements using varying degree of intimacy between couple
images as a tool for promotion. General Linear Model MANOVA was applied and results indicate that
perception influences the effectiveness of Advertisements at multivariate level. At univariate level the
influence proved significant for Wild and Mild stimuli not for moderate appeal.
Keywords: Perception, Couple Image sexual stimuli, Advertisement Recognition, Brand Recall, TV
Advertisements.
1. Introduction
There is a visible trend which can be observed even by a lay man in the mainstream Indian advertising, i.e.,
projecting sexy models quantitatively in commercials irrespective of the relevance of the product or service
advertised. This ongoing trend gained not only eyeballs but controversy as well. According to ASCI,
Complaints for deodorant advertisements using sex appeal have been high in the last two years and recently
the information and broadcasting ministry has ordered the Advertising Standards Council of India (ASCI)
to take action against some deodorant advertisements which found to be obscene and also ordered
television channels to take down several deodorant ads that it finds offensive and overtly sexual portrayal
of women. India is a potential growing market for international marketers as it has the largest youth market
with significant disposable income. Youngsters in India have been seen as an adult of mixed properties like
dynamism, vulnerability, idealism and fun seeking. Exploring How far advertisers successful in reaching
out the target young adults with their brands by using sex as a tool in the noisy environment and youth’s
perception towards the ongoing trend of application of sexual themes as a communication strategy in
mainstream advertising and its influence on the effectiveness of advertisements will be of immense help for
international advertisers to decide to what degree and form of sex appeal will turn up their targets to brand
users.
2. Review of Literature
Previous decade paved way for an increase in sexual stimuli advertisements in number and content. This
was very well augmented by the advertisers (Wise, King & Merenski, 1974; Soley et al., 1986; Soley &
Reed, 1988; Severn, Belch & Belch, 1990; Reichert et al., 1999, Kilbourne, 2005). Researchers identified
Suggestive behavior, Interaction, Nudity and factors like Setting, Context are some of the forms of sexual
appeal. Sex appeals can be defined as message in sense of brand information or an appeal in any context
which are associated with sexual information (Reichert et al., 2001). Sex appeal is also defined as the
amount of nudity or sexual lucidity (ibid). Sex appeal is defined as sexual presentation of a product or
service with the sexual motives or the exploitation of the female or male body (Richmond and Hartman,
1982. According to Shimp (1993) using sexual components to increases attention, interest, involvement or
recall of the message can be qualified as sexual appeal. Sexiness of clothing, amount of sexual imagery,
body language, wording, and amount of nudity, were perceived sexiness (Goodrich, 1999).
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Vol 4, No.1, 2012
Studies on Sexual appeal showed mixed result. Sex appeal is more engaging, involving, interesting,
entertaining, attention grabbing, favourable and original than non sexual ads (Bello et.al., 1983, Dudeley,
1999; Jude & Alexander, 1983; Severn, Belch & Belch 1990, Reichert & alvaro,2001; Reichert
et.al.,2001). Sexual stimuli had led to increased attention and recognition which was validated with
empirical evidences by various researchers (Vezina and Paul, 1997, Chestnut et al, 1977, Reid & Soley,
1981, 1983, de Pelsmacker and Geuens, 1998; Lombardot, 2007; Manceau and Tissier-Desbordes, 2006).
(Groza, Nicoleta and Cuesta, Jordi Fernandez, 2011) reported that positive feelings towards sex appeal
Advertisements generate sexiest humour and perceived as funny, harmless, credible and less offensive
There are equal numbers of studies on negative effect of sexual appeal. Steadman (1969) found that Sex
appeal may act as detractor deviating the viewer from brand which may result in lower brand recall and
generate poorer product and manufacturer perceptions, this effect is multiplied if the sexual explicitness is
not matched well with product advertised (Peterson and Kerin (1977), Alexander and Judd, 1978; Grazer &
Keesling, 1995; Judd & Alexander, 1983; Reichert & Alvaro, 2001; Weller et al., 1979).
2.1 Perception towards Sexual Appeal in Advertisements
Research showed that there is a predominant opinion among viewers, particularly among females, that
there is an undue use of sex appeal in advertisements (Wise, King and Merenski 1974, Treise and weigold,
1994, Raghbir Singh and Sandeep Vij, 2007, Wise, King and Merenski 1974). It was found that females
seem to find interaction between couples as sexual but physical description of the model was sexual for
males (Reichert and Ramirez, 2000). Asian countries seem to be more conservative than US with respect to
nudity in advertisements (Frith and Mueller, 2010) but contrary to this, (Fang Liu, Hong Cheng and Jianyao
Li, 2009) reported that Chinese consumers hold similar perception towards sex appeal Advertisements as
US consumers and even more favourable perception than Australian consumers.Marketers often emphasize
on sexuality and physical attractiveness in an attempt to sell products (Fox, 1996). According to Shimp
(2003) sex appeal has found more patronage from the advertisers because sex appeal acts as an initial
attention to lure the ad, which is referred to as the stopping power of sex (Yovovich 1983). It also heightens
the ability of the viewer to recall the message advertised as sex is arousing, easy to relate, emotionally
inducing, and most of all memorable, which in turn can create stimulation and desire for the product
(Bumler 1999). Sex sells, if tastefully done and it sells at the consequence of the controversy (Treise and
weigold, 1994). Indian consumers are more receptive and responsive to appeal which they can relate to
their senses (Anil Mishra, 2009). Furthermore, it was found that Males perceived fascinating factor as more
important in the advertising appeal than the females but when it comes to sensational factor both perceived
it to be more important. Recently, (Tuhin Chattopadhyay, 2010) established that many Indian teenage boys’
motives for their purchase decisions are emotional and their feelings about a brand are more important than
knowledge of its features or attributes.
Apt usage of sexual appeal will lead to more positive effect than non sexual appeals (Heckler et al., 2001).
Individuals not only prefer provocative sexual stimuli in ads in general (Pope et al., 2004) but also show a
favourable response and intention to purchase (Grazer et al., 1995). Peterson and Kerin (1977) found that
seductive or decorative model was perceived most favourably by all respondents than nude model who was
perceived as least appealing and the product of lower quality and the company as least reputable. Overt sex
appeal is less effective to non sexual appeal in brand and appeal evaluation (Steadman, 1969, Courtney &
Whipple, 1983). Use of high sexual theme in print advertisement was not well received and was viewed as
less ethically correct than use of a mild sexual version of the advertisement (Henthrone and LaTour, 1994).
Researchers have seen the effect of sex appeal on Ad effectiveness and gender difference in responses to
different degrees of sex appeal (Belch et al., 1981, Jude & Alexander,1983; LaTour, 1990, LaTour &
Henthrone,1993; Peterson & Kerin,1977; Sciglimpaglia et al., 1979, Simpson et al., 1996; Smith,
Haugtvedt, Jadrich &Anton, 1995, Henthorne et al., 1990; Elliott et al., 1995; Jones et al., 1998; Fisher &
Byrne,1978; Rubinsky, Eckerman, Rubinsky & Hoover, 1987,Orth and Holancova, 2004; Se Hoon Jeong
and Yoo Ri Hwang, 2005, Putrevu, 2008; Sengupta and Dahl, 2008) or under conditions like low / high
involvement , low / high Need for cognitions (Severn et al., 1990, Sanjay Putrevu., 2008), low / high
arousal (LaTour, Pitts and Snook-Luther,1990). Prior studies have explored perception as a response
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(dependent) variable and sex appeal in ad stimuli as Independent variable. Not much research work has
been reported where influence of perception towards use of sex appeal in TV advertisements on Ad
effectiveness with reference to India. It is worth citing note here that after studying the television images of
women, (Malhotra & Rogers, 2001) found that the images are more openly sexual and did not match the
reality of women‘s bodies in India. Majority of college boys and girls are of in the opinion that
advertisements are not representative of the personality of Indian women as women in advertisements
attired in western clothes and do not depicts Indian culture (Aruna, Nidhi Kotwaland Shradha Sahni,2008).
These Gen Y college students seems to more sensitive to the use of certain appeals like sex (Maciejewski,
2004). Interestingly, men like appeals using sexy woman regardless of their moral pre-disposition (ibid)
where as women reacted tensed seeing such image (Lambiase and Rechiert, 2003). To conclude, the use of
sexual appeal in advertising continuous to be a controversial topic and it is evident from the variability of
the previous studies’ findings. Though researches have contributed much on this topic yet little agreement
has been reached concerning the appropriateness and effectiveness of sex appeal used in Advertisements.
The lack of consensus creates space for researchers to explore the effect of sex appeals in advertisements.
The current study tries to fill in the gap by studying the influence of perception towards use of sex appeal in
TV advertisements on advertisement effectiveness with reference to India.
3. Methodology
After reviewing the past research studies it was found that most of the effectiveness studies of sex appeal
have opted stimuli containing the print image of sexy female or male model fully clothed, partially clothed
or nude. Only few researchers (Fisher & Byrne,1978; Rubinsky, Eckerman, Rubinsky & Hoover, 1987,
Severn et al., 1990; Smith et al., 1995, Reichert et al., 2001) have taken couple images as experimental
instrument. Literature shows there are significant amount of research studies conducted on the effect of sex
appeal, most of them are western studies and few studies have been done in China & Korea. Not many
studies have looked at the influence of perception towards use of sexual appeal in advertisements on Ad
effectiveness incorporating full TV commercials showing couples (Low degree of intimacy with partially
clothed / mild sex appeal and high degree of intimacy with less clothed / wild sex appeal) as stimuli that too
in Indian context. Hence, generalizing the results of previous studies to India will make less or no sense.
All the above lead this study to look at the Influence of perception towards use of sexual appeal in
advertisements in general on Ad effectiveness incorporating couple images containing varying degree of
intimacy and nudity as stimuli in order to fill up the gap found in literature.
3.1 ‘Perception’ ‘Effectiveness’ ‘Recognition & Recall test’
Perception towards usage of sex appeal in advertisements is measured on a 5 point Likert scales using
statements relating to attractiveness, acceptance level, reachability, receptiveness and persuasion
(Impulsive/boycott brands) of sex appeal. Advertising Effectiveness is a degree to which an advertisement
achieves its much-needed objective of reaching the eyeballs and catching the target minds. Hence, this
study adopted Ad Recognition and Ad (Brand) recall tests to quantify effectiveness of an Ad The reason for
opting Ad Recognition and Ad (Brand) recall tests measures is not only because these measures are used
widely in advertisement appeal studies but also accepted as most reliable metrics (Steadman, 1969,
Chestnut et al., 1977, Reid & Soley, 1981, Richmond & Hartman., 1982, Courtney and Whipple., 1983,
Tinkham & Reid, 1988, Severn et al., 1990). To conduct recognition Test the participants are shown an
Advertisement and asked whether he / she remember seeing it and can remember any of its salient points
and as part of recall test the participants are asked to recall the Ad or brand name.
3.2 Selection of Ad Stimuli
Advertisements used in the study were selected at Random. As a first step in selection of ADs, all the
Couple Image Sexual appeal ADs aired in popular channels, for a four week period (December 2010), were
pooled. These pooled commercials were later shown to a small group of 30 respondents and were asked to
rate these ADs, on a five point scale, on the basis of Intimacy and Nudity. All ADs with mean score of 4
and above were grouped as Wild Appeal, ones with a mean score of 3 to 4 were grouped as Moderate and
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the ones with a mean score of 2 to 3 were grouped as Mild appeal. One AD was selected at random from
each cluster or group and these were the 3 Ads (Ref Figure 1, 2 & 3) used for the final study.
3.3 Method of Data Collection
Data were collected form 350 respondents collected from in and around Chennai City by employing a non-probability
sampling method. But the final sample for the study was 280 and a structured Interview
schedule was the instrument used for data collection. To encourage the respondents to give true response,
they were met at their homes, office cabins and college class rooms (after office or college hours with the
permission of the officials or staffs) to create the much needed privacy and feasible experiment
environment for the study. In the first half an hour session the respondents were asked to reveal their
general perception towards sexual appeal in advertisements. Perception was measured on a 5 point Likert
scale which had a reliability of 0.793. In the next 20 minutes, the selected ADs’ (3 in number) brands were
concealed and were played with a help of Laptop and Projector to the respondents after which they were
asked to recognise the AD and recall the AD with the brand. Based on these tests results Effectiveness
score were derived. MANOVA Multivariate Analysis of Variance was used to see the influence of
perception on different sexual stimuli ADS. An average customer is exposed to many types and level of
stimuli that was why this methodology was adopted for the study.
4. Findings and Discussion
4.1 Perception towards Sexual Appeal in TV Commercials
Table 1 is about the frequency of the respondents’ perception towards sexual appeal in advertisements and
how the sample is distributed between favorable not so favorable categories. From the table 1 it can be seen
that 60.7% of the respondents have a favourable perception towards sexual stimuli advertisements in
Televisions. Advertisers can take this as a positive sign as majority of the young respondents are liberals
towards these types of advertisements there will be less resistance for sex appeal advertisements and
advertisers can effectively use sexual stimuli to promote their products.
4.2 Effectiveness of Sexual Appeal in TV Commercials
Table 2 is about the effectiveness of Wild, Moderate and Mild sex appeal TV commercials among the
respondents. It can be seen that from that table that Wild sexual appeal advertisements is effective among
29.6% of the respondents, Mild sexual appeal advertisements is effective among 16.8% of the respondents
while Moderate sex appeal advertisement is effective among an overwhelming 53.9% of the respondents
signaling that moderate appeal Advertisements reach better than the Wild and Mild ones.
4.3 Impact of Perception on Couple Image Sexual Appeal TV Advertisements
General Linear Model MANOVA was applied to study the effect of Perception on Effectiveness of
different Couple Image Sexual Appeal.
HO1 There is no influence of perception on Effectiveness of Sex Appeal Ads
From Table 3 it can be said HO1 is not supported, there is an influence of Perception on Effectiveness at the
multivariate level. The interesting finding is that Perception has an influence on Wild and Mild appeals but
it has no influence on Moderate appeal at Univariate level. The empirical evidence of this study indicate
that people those who perceive sex appeal more favourably in general will likely to exhibit more favourable
responses regardless of the level of sexual appeal in the advertisements. This is evident as the mean scores
of the high perception group in all three cases are more than the low perception group. This is in turn
throws up an important message to the advertisers that standardizing the message strategy using sex appeal
might be effective and elicit positive responses among the favourable group but the same might be
counterproductive with the unfavorable group. To eliminate such risk advertisers can use moderate sex
appeal in their promotional announcements, which is found to be effective among audience irrespective of
their perceptional differences (Ref means scores).
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5. Conclusion
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ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 4, No.1, 2012
The current study has explored the Perceptional difference among youth and from the results, it can be said
that majority of the respondents have a favourable perception towards sexual stimuli in advertisements. In
general, sex appeal Advertisements are effective among the respondents, more specifically, Moderate sex
appeal is more effective when compared to Wild and Mild ones. Perception seems to have an influence on
the Effectiveness of sexual stimuli advertisements. Therefore, the success of the advertisements not only
lies in the careful planning and creative execution of the message content but also depends on the audience
to whom it has been targeted. Responsibility of the advertisers goes beyond designing an Advertisement
campaign in country like India, where conservative mentality and liberal perception prevail simultaneously.
From the results it can be concluded that Perception has an influence on the Effectiveness of different
couple image sexual stimuli. Success of a Sexual Stimuli lies on the Perception of the customers to Ads.
Favorable perception may lead to higher effectiveness of the stimuli and vice versa. Therefore marketers
have to concentrate on the perception of the customers before constructing the stimulus.
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Table 1 Perception towards sexual appeal in TV commercials
Perceptional Group Frequency Percentage
Favourable 160 60.7
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Not so favourable 110 39.3
Total 280 100.0
Table 2 Effectiveness of sexual appeal TV commercials
Couple Image
Sexual Appeal Perception Mean Effect Value F Sig.
17
Effectiveness
Frequency Percentage Frequency Percentage Frequency Percentage
Wild Moderate Mild
Effective 83 29.6 151 53.9 47 16.8
Not so effective 197 70.4 129 46.1 233 83.2
Total 280 100 280 100 280 100
Table 3 Effect of Perception on Couple Image Sexual Appeals
Table 4 Tests of Between-Subjects Effects (Individual effect)
Wild Appeal
Low 1.01
Intercept
Pillai's Trace .672 188.501 .000
High 1.32 Wilks' Lambda .328 188.501 .000
Total 1.18 Hotelling's Trace 2.049 188.501 .000
Moderate
Appeal
Low 1.67 Roy's Largest Root 2.049 188.501 .000
High 1.86
Perception
Pillai's Trace .048 4.606 .004
Total 1.78 Wilks' Lambda .952 4.606 .004
Mild Appeal
Low .45 Hotelling's Trace .050 4.606 .004
High .92
Roy's Largest Root .050 4.606 .004
Total .71
Tests of Between-Subjects Effects (Individual effect)
Source
Dependent
Variable
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model Wild 6.744 1 6.744 4.391 .037
Moderate 2.484 1 2.484 1.353 .246
Mild 15.356 1 15.356 13.519 .000
Intercept
Wild 374.602 1 374.602 243.905 .000
Moderate 860.055 1 860.055 468.501 .000
Mild 130.556 1 130.556 114.934 .000
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Perception Wild 6.744 1 6.744 4.391 .037
Moderate 2.484 1 2.484 1.353 .246
Mild 15.356 1 15.356 13.519 .000
Error Wild 426.966 278 1.536
Moderate 510.341 278 1.836
Mild 315.787 278 1.136
Total Wild 825.000 280
Moderate 1395.000 280
Mild 474.000 280
Corrected Total Wild 433.711 279
Moderate 512.825 279
Mild 331.143 279
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a. R Squared = .016 (Adjusted R Squared = .012)
b. R Squared = .005 (Adjusted R Squared = .001)
c. R Squared = .046 (Adjusted R Squared = .043)
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Figure 1. Wild Ad Stimulus Used in the Study
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Figure 2. Moderate Ad Stimulus Used in the Study
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Figure 3. Mild Ad Stimulus Used in the Study
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