Date of Award

1992

Document Type

Thesis

Degree Name

Master of Art

Department

Business

First Advisor

Michael Castro

Second Advisor

Carolyn Scott

Third Advisor

Eric Zitelli

Abstract

Advertising has been highly criticized due to its power to influence people's attitudes and actions. Advertising is the nonpersonal communication of information, usually paid for and persuasive in nature, about products, services or ideas of identified sponsors through various media.

The main idea that will be developed in this culminating project is the fact that although sex in advertising is a part of our culture and society, as a communications device, the use of sex in advertising is not always effective and does not sell most products.

There will be no actual debate to determine what amount of sex in advertising is acceptable, what amount or type is tasteless or offensive. All of this is difficult to resolve, based as it is on taste. Tastes change and so does advertising. This discussion will suggest that sex objectifying and sex-stereotyping ads which were accepted and effective in the past, are less likely to be so effective today. The primary focus, however, will be to explore various questions deriving from this controversial subject.

There has been a tremendous amount of literature written on the subject of sex in advertising. The Review of Literature chapter discusses the work of seven writers who explore several major aspects of the sex in advertising issue, mainly from a descriptive and philosophical standpoint.

Currently, there has been limited quantitative research conducted on the issue of sex in advertising. However, the most current and pertinent research was conducted by Severn, Belch and Belch entitled, "The Effects of Sexual and Non-sexual Advertising Appeals and Information Level on Cognitive Processing and Communication Effectiveness." This study is discussed in some depth in Chapters Three and Four.

Severn, Belch and Belch's study examines the role of visually explicit sexual stimuli in the processing of verbal information in a persuasive message, and the resulting effect on traditional outcome measures of recall, attitudes, and behavioral intentions, as well as higher-order cognitive response measures . The study also contributes to a greater understanding of sexual and non-sexual appeals and how they are affected by information level.

Its conclusion that today only sexually or sensually relevant products lend themselves to effective sexually suggestive advertising are similar to the conclusion of this study. This study will also explore the broader implications of sexual stereotyping and de-humanization that have too often been promoted historically by sexually suggestive advertising.

Download

Share

COinS