Sexual Appeals in Advertising: the Determination of Recall
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.
Citation:
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.
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 ----------------------------------------
Authors
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
Volume
NA - Advances in Consumer Research Volume 13 | 1986
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