Appealing to men and women using sexual appeals in advertising: in the battle of the sexes, is a truce possible?

Iain R. Black, Peta Morton

Research output: Contribution to journalArticlepeer-review

22 Citations (Scopus)

Abstract

Sexual appeals remain a very popular advertising technique yet questions regarding their use remain, including how they can be used to appeal to men and women simultaneously. Literature examining what men and women find sexually appealing and the body language used to signal relationship status guided development of two appeal types: ‘Intimate’ portrayed a couple in an intimate stable relationship, whereas ‘Objectified’ showed them as sexual objects. These were combined with different levels of nudity and product relevance and studied experimentally. As expected, both genders preferred intimate appeals though they only rated low nudity intimate adverts for relevant products positively.

Original languageEnglish
Pages (from-to)331-350
Number of pages20
JournalJournal of Marketing Communications
Volume23
Issue number4
Early online date22 Apr 2015
DOIs
Publication statusPublished - 4 Jul 2017

Keywords

  • advertising
  • body language
  • experiment
  • sexual appeals

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