International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Indiscriminate use of Sex Appeal in Advertisement:An Analytical Study


Affiliations
1 Symbiosis Law School, New Airport Road, Viman Nagar, Poona, Maharashtra, India
     

   Subscribe/Renew Journal


Advertisement is a form of communication used to promote a product, service, or an idea. The use of sexual appeal in advertising to promote a product has been a technique that has been used from time immemorial. When this mode was first introduced, it was a great success as it was obscene enough to incite a shock amongst the viewers. and it immediately grabbed their attention. However, over time, this mode uses various other strategies to grab the attention and appeal to the consumer, thus, making it an effective mode of advertising. It is understood that some amount of seduction and manipulation is prevalent in such ads. These play with the minds of the viewers to incite an exact reaction and they then go on to transform that reaction into a desire for the product. The important question thus arises when studying such ads is the effective that this has on the viewers. The paper, thus, seeks to answer this question in a two-fold study, the effectiveness of the techniques used by the advertisers that play on the reactions of the viewers and the ultimate impact that it may have on the personal lives of the users. This will be done through an analysis of the first-hand responses retrieved and a study of examples and cases dealing with the same.

Keywords

Indecency, Sexual Behaviour, Nudity, Distraction, Self-Concept, Stereotypical Norms, Flawless Model.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Alexander, M. W., & Judd, B. Jr. (1978). Do nudes in ads enhance brand recall? Journal of Advertising and Research, 47-50.

  • Calogero, R. M. (2015). Objectification theory, self-objectification, and body image. Kent Academy Repository, 574-580.

  • Szymanski, D. M., Moffitt, L. B., & Carr, E. R. (2010). Sexual objectification of women: An advanced theory and research. The Counselling Psychologist, 39(1), 23-30

  • Raghuram, J., Mahajan, R., & Poddar, A. (2015). Effects of sexual advertising on customer buying decisions. IOSR Journal of Business and Management (IOSR-JBM), 17(7), 5-11.

  • Lanis, K., & Covell, K. (1998). Images of women in advertisements: Effects on attitudes related to sexual aggression. Journal on Sex Roles, 32(9), 639-649.

  • Panda, T. K. (2005). Sex oriented advertising and its impact on attitude of teenagers: Application of behavioral intention model across product categories. Journal of Business Perspective, 15-26.

  • Richmond, D., & Hartman, (1982). Sex appeal in advertising. Journal of Advertising and Research, 22(5), 53-61.

  • Peterson, R. A., & Kerin, R. A. (1977). The female role in advertisements: Some experimental evidence. Journal of Marketing, 59-63.

  • Jhally, S. (1989). Advertising, gender and sex: What’s wrong with a little objectification? Centre for psychological studies.

  • Lindstorm, M. (2011). Randwashed; Tricks companies use to manipulate our minds and persuade us to buy, IG Publishing.

  • Suleman, S. (2014). Professional Ethics and Advertising. Universal law Publishing, Lexis Nexis pp. 153-156.

  • Ad Critique on Parle Milano (2011). Retrieved from http://www.theadvertisingclub.net/~adclubbo/index.php/features/ad-critique/3247-ad-critique-parle-milano

  • Rooney, E. (2008). The Effects of Sexual Objectification on Women’s Mental Health. Retrieved from https://steinhardt.nyu.edu/appsych/opus/issues/2016/spring/rooney

  • Fenton, K. A., Johnson, A. M., McManus, S., & Erens, B. (2001). Measuring Sexual behaviour: Methodological challenges in survey research. Sexually Transmitted Infection, 77(2), 84-92. Retrieved from http://sti.bmj.com/content/77/2/84.short (2011)

  • Kay, M. (2013). The history of Sex and Marketing. Retrieved from http://psychologyformarketers.com/ sex-and-marketing/


Abstract Views: 232

PDF Views: 0




  • Indiscriminate use of Sex Appeal in Advertisement:An Analytical Study

Abstract Views: 232  |  PDF Views: 0

Authors

Rakshitha Naik
Symbiosis Law School, New Airport Road, Viman Nagar, Poona, Maharashtra, India
Ravi Chhabra
Symbiosis Law School, New Airport Road, Viman Nagar, Poona, Maharashtra, India

Abstract


Advertisement is a form of communication used to promote a product, service, or an idea. The use of sexual appeal in advertising to promote a product has been a technique that has been used from time immemorial. When this mode was first introduced, it was a great success as it was obscene enough to incite a shock amongst the viewers. and it immediately grabbed their attention. However, over time, this mode uses various other strategies to grab the attention and appeal to the consumer, thus, making it an effective mode of advertising. It is understood that some amount of seduction and manipulation is prevalent in such ads. These play with the minds of the viewers to incite an exact reaction and they then go on to transform that reaction into a desire for the product. The important question thus arises when studying such ads is the effective that this has on the viewers. The paper, thus, seeks to answer this question in a two-fold study, the effectiveness of the techniques used by the advertisers that play on the reactions of the viewers and the ultimate impact that it may have on the personal lives of the users. This will be done through an analysis of the first-hand responses retrieved and a study of examples and cases dealing with the same.

Keywords


Indecency, Sexual Behaviour, Nudity, Distraction, Self-Concept, Stereotypical Norms, Flawless Model.

References