Sociology 2172A/B Lecture 8: What is Sex in Advertising
2 Mar 2017
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Perspectives from consumer behaviour and social science research (cid:862)nudit(cid:455) as a fad(cid:863) (cid:894)(cid:1005)(cid:1013)6(cid:1012)(cid:895) Shepard: said that the days of scantily clad models in advertising were numbered. He (cid:449)as referri(cid:374)g to ad(cid:448)ertisi(cid:374)g"s refle(cid:272)tio(cid:374) of the se(cid:454)ual re(cid:448)olutio(cid:374) i(cid:374) the (cid:373)id to late (cid:1005)(cid:1013)6(cid:1004)"s. More than 70% of respondents think there is too much sexual imagery in advertising. Note: there is more to sex in advertising than just sexually dressed (or undressed) women/models. Can be thought of as sexual appeal. Sexual appeals are persuasive appeals that contain sexual information integrated within the overall message. Often integrated into the advertisement as an image, verbal element, or both. Sexual information in ads can be integrated within the message (not always an explicit image) In a recent study, participants were asked to think of a sexual ad, and then identify the characteristics of that as that made it sexual to them.
