International Advertising and the Use of the Sex Appeal: Acceptance ...

More documents

Recommendations

Info

man's crotch.Anheuser-Busch, known for having some of the best beer ads inthe business, has one ad asserting, 'actually, size does matter'" (Chura, 2001).Negative Effects of Using Sex in AdvertisingAdvertisements like the ones stated above do carry some risk in that theycan offend people."Advertising appeals that have received the most criticism forbeing in poor taste are those using sexual appeals and/or nudity" (Belch & Belch,2001, pg. 771). Additionally, some people feel that they degrade women byportraying them as sex objects.Considering that "women may account for asmuch as 80% of all consumer purchases and are the target group for the majorityof all advertising," degrading women could be costly to a company's bottom line(Advertising, 2002).Therefore, this segment is an important one to mostmarketers (Advertising, 2002).An especially provocative sex appeal may cause a negative backlash on anunintended audience.The audience (women in particular) offended by the adsmay not be part of the product's target market (Chura, 2001).Also, ironically, asexually provocative picture might be too effective in that it may attract somuch attention towards the sex object that it obstructs processing and recall ofthe ad's contents (Solomon, 2002).This suggests that advertisers should becareful to measure an ad's ability to generate brand name recall as well as itsattention-getting ability.An ad's ability to gain attention is critical, but mostadvertisers would agree that brand name recall is the bottom-line minimumobjective for the ad.
Many factors influence the cultural values, lifestyles, and behavior of asociety."The overwhelming amount of advertising and its prevalence in the massmedia lead many critics to argue that advertising plays a major role in influencingand transmitting social values" (Belch & Belch, 2001, pg. 775).In a sense,advertising may help to "teach" culture. Ji and McNeal (2001) described it as "amirror that reflects the culture in which it is embedded; a channel through whichthe members of a society may learn about their culture" (pg. 79).Therefore, itcan be argued that ads are part of culture.
Page 2 and 3: Digitized by the Internet Archivein
Page 4 and 5: INTERNATIONALADVERTISINGAND THE USE
Page 6 and 7: Chapter 5: Current Acceptance and E
Page 8 and 9: ACKNOWLEDGMENTSThe author wishes to
Page 10 and 11: C h a p t e r 2SEX APPEAL IN ADVERT
Page 14 and 15: Chapter 3CULTURAL DIFFERENCES BETWE
Page 16 and 17: spinster, and widowed or divorced.A
Page 18 and 19: (The Economist, 1997).The loosened
Page 20 and 21: was displayed at the Victoria and A
Page 22 and 23: compared to 1.9 percent half-nude a
Page 24 and 25: Fox's "Ally McBeal" have set new st
Page 26 and 27: Chinese models in ads express shyne
Page 28 and 29: society, but not literal portrayals
Page 30 and 31: i.duH3p4a cdaaS-HPQ o «uCUw_G d g-
Page 32 and 33: Higgins, L. T., Liu, Y., Sun, C. H.

International Advertising and the Use of the Sex Appeal: Acceptance ...

Create successful ePaper yourself

Delete template?

Save as template?