Browsing by Subject "sexual advertising"

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    The Efficacy of Sexualized Female Models in Young Adult-Male Oriented Cigarette Advertising
    (Springer, 2016) Mayer, James Mark; Baek, Tae Hyun; Kelley School of Business
    This paper explores the portrayal (efficacy) of female models in male-targeted cigarette print advertisements through a content analysis (experiment). We first describe the presence and portrayal of females through a content analysis on male-targeted cigarette advertisements in magazines; we find that, in aggregate, females are often used as sexually attractive decoration, and the overall female portrayal is fundamentally different (and unequal) to that of the male. We next investigate the efficacy of these portrayals through an experiment among young adult-aged male smokers and nonsmokers. Our experimental findings indicate that these sexually charged advertisements generate superior attitudinal results in non-smoking males than smoking males, a finding that – in conjunction with the portrayal of females in the content analysis – suggests potential societal and public policy implications.
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    The Role of Female Sexual-Self Schema in Reactions to Non-Explicit Sexual Advertising Imagery
    (Springer, 2017) Mayer, James Mark; Peev, Plamen; Kelley School of Business
    We explore females’ reactions to a non-explicit, but still sexually themed, advertisement. Specifically, we consider the role of female sexual self-schema (SSS) in the identification of the level of sex present in such an advertisement, and then resultant effects on attitudes and purchase intent. We find that while SSS has no effect on the perceived level of sex present, it does influence resultant dependent variables, particularly for low-SSS females. Informed by our study and extant literature, we also offer areas for further SSS-based advertising research, particularly regarding issues of females’ perceptions of advertisement and brand fit with sexual themes.