Sexual Appeals in Advertising: the Determination of Recall

P. J. O'Connor, Baruch College, CUNY
Aylin Bahar, student, Baruch College, CUNY
Bosco Gong, student, Baruch College, CUNY
Elyse Kane, student, Baruch College, CUNY
ABSTRACT - While there have been a number of investigations of sexual appeals in advertising, the results of this research have been somewhat equivocal in nature. In part, this may be due to an oversimplification of the character of sexuality in advertising. A whole host of issues can contribute to the perception of sexual content in an advertisement. Four dimensions of sexuality; functional, fantasy, symbolism, and inappropriate, are employed in the current research. The focus is on the effects these dimensions have on the level of recall of the advertisement. The results indicate that both the level of sexuality and its appropriateness appear to be important characteristics for enhancing recall of the respondents.
[ to cite ]:
P. J. O'Connor, Aylin Bahar, Bosco Gong, and Elyse Kane (1986) ,"Sexual Appeals in Advertising: the Determination of Recall", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 669.

Advances in Consumer Research Volume 13, 1986      Page 669

SEXUAL APPEALS IN ADVERTISING: THE DETERMINATION OF RECALL

P. J. O'Connor, Baruch College, CUNY

Aylin Bahar, student, Baruch College, CUNY

Bosco Gong, student, Baruch College, CUNY

Elyse Kane, student, Baruch College, CUNY

ABSTRACT -

While there have been a number of investigations of sexual appeals in advertising, the results of this research have been somewhat equivocal in nature. In part, this may be due to an oversimplification of the character of sexuality in advertising. A whole host of issues can contribute to the perception of sexual content in an advertisement. Four dimensions of sexuality; functional, fantasy, symbolism, and inappropriate, are employed in the current research. The focus is on the effects these dimensions have on the level of recall of the advertisement. The results indicate that both the level of sexuality and its appropriateness appear to be important characteristics for enhancing recall of the respondents.

For further information, write to:

P. J. O'Connor / Dept. of Marketing, Box 508 / Bernard Baruch College / City University of New York / 17 Lexington Avenue / New York, NY 10010

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