Fall group presentation: Sex Appeals
- 2. TABLE OF CONTENTS 1. MAIN THEORIES 2. ARTICLES 1: IDEAS AND MAIN FINDINGS 3. ARTICLE 2: IDEAS AND MAIN FINDINGS 4. GENERAL CONCLUSIONS AND IDEAS 5. TARGET AUDIENCE AND PRODUCT 6. HOW CHANGE IS ACCOMPLISHED 7. CONNECTING THEORY AND RESEARCH 8. CONCLUSION 9. REFERENCES
- 3. MAIN IDEAS ARTICLE 1 • DIFFERENT REACTIONS BETWEEN MEN AND WOMEN • MEN POSSES A MORE POSITIVE ATTITUDE • ADS PROCESSED UNDER LOW INVOLVEMENT • RELEVANCE OF AD TO PRODUCT DECIDES ETHICALITY • SEXUAL SOCIALIZATION • LIBERAL WOMEN ARTICLE 2 • STUDY EXAMINES COMMON QUALITIES OF SEX APPEALS IN AMERICAN COMMERCIALS • MAJORITY OF MODELS USED ARE WOMEN • GREATER EXPLOITATION OF WOMEN • MEN AND WOMEN IN THEIR 30S WERE MOST COMMON • MAJORITY ETHNICITY IS CAUCASIANS
- 4. ARTICLE 1 • GENDER (MEN VS WOMEN) & AD TYPE (SEXUAL VS NONSEXUAL) • COGNITIVE STRAIN- PERIPHERAL CUES- LOW INVOLVEMENT • RATED DIFFERENT ADS • MEN RESPONDED POSITIVELY TO ALL SEXUAL-WOMEN WERE THE OPPOSITE • RELEVANCE OF SEX APPEAL TO PRODUCT DOES NOT MATTER • LIBERAL WOMEN PROVED TO HAVE MORE POSITIVE ATTITUDES
- 5. ARTICLE 2 • METHOD • MORE WOMEN IN TEENS AND 20S THAN MEN • MEN MORE OFTEN FEATURED FULLY CLOTHED • 89.3% CAUCASIAN , 10.1% BLACK, .2% HISPANIC, .2% NATIVE AMERICAN, .2% ASIAN • HYPOTHESES THAT WERE NOT SUPPORTED BY THE DATA
- 6. GENERAL CONCLUSIONS AND IDEAS ARTICLE 1 • MEN WILL REACT MORE POSITIVELY TO SEX APPEALS • SEX APPEAL DOES NOT HAVE TO RELATE TO PRODUCT • LIBERAL WOMEN CAN ALSO BE PERSUADED USING SEX APPEALS • WOMEN REACT NEGATIVELY TO SEX APPEALS ARTICLE 2 • MAJORITY OF MODELS USED ARE WOMEN • GREATER EXPLOITATION OF WOMEN • MEN AND WOMEN IN THEIR 30S WERE MOST COMMON • MAJORITY ETHNICITY IS CAUCASIAN
- 7. TARGET AUDIENCE AND PRODUCT PRODUCT AUDIENCE
- 8. HOW CHANGE IS ACCOMPLISHED MODEL WHITE FEMALE MODEL IN HER 30S WITH MINIMAL CLOTHING, WILL BE USED TO SEDUCE THE VIEWER MESSAGE IF YOU BUY OUR PRODUCT IT WILL BE AS PLEASURABLE AS LOOKING AT THIS WOMAN REACTION MEN WILL BUY OUR PRODUCT DUE TO POSITIVE REACTION TOWARDS OUR ADVERTISEMENT
- 9. CONNECTING THEORY AND RESEARCH ARTICLE THEORY AND RESEARCH • LOW-INVOLVEMENT • PERIPHERAL CUE • POSITIVE REACTIONS IN MALES AND LIBERAL FEMALES • MAJORITY WERE WHITE FEMALES IN THEIR 30S ATTITUDE/BEHAVIOUR CHANGE • CHANGING MEN’S PREFERENCE OF VODKA
- 10. CONCLUSION • CAMPAIGN WILL WORK. • STUDY PROVED THAT MEN HAVE POSITIVE ATTITUDES TOWARDS SEX APPEALS. • OUR MODEL HAS THE QUALITIES MOST COMMONLY USED, AS SHOWN IN STUDY.
- 11. References 1. Sengupta, J., & Dahl, D. W. (2008). Gender-related reactions to gratuitous sex appeals in advertising. Journal of Consumer Psychology, 18(1), 62-78. doi:http://dx.doi.org/10.1016/j.jcps.2007.10.010 2. Lin, C. A. (1998). Uses of sex appeals in prime-time television commercials. Sex Roles, 38(5-6), 461-475. Retrieved from http://search.proquest.com/docview/619308520?accountid=9894
Editor's Notes
- #2: Picture http://swedenisrael.blogspot.ca/2010/05/swedish-media-censored-danish-halal.html
- #3: Picture http://www.boredpanda.com/15-extremely-creative-durex-condom-ads/
- #5: Picture http://canadianbeauty.com/marc-jacobs-stirs-things-up-with-a-bang/
- #6: Picture http://www.coloribus.com/adsarchive/outdoor/coloured-condoms-back-recline-9411055/
- #8: Left Picture http://www.smirnoff.com/en-us/vodka/smirnoff-no-21-vodka/ Right picture http://singers.com/group/contemporary-male/
- #9: Left picture https://www.google.ca/search?q=k%26y+ad&espv=2&biw=1242&bih=567&source=lnms&tbm=isch&sa=X&ei=h7xnVPWOBMLwyATQvILIDw&ved=0CAYQ_AUoAQ#tbm=isch&q=white+female+model&facrc=_&imgdii=_&imgrc=1GYsOgsIRUG3FM%253A%3BxWqzoE1tWCFihM%3Bhttp%253A%252F%252Fmakeupjournal.net%252Fwp-content%252Fgallery%252Fgallery%252Fwoman%252520beauty%252520%252520Leonid%252520%2526%252520Anna%252520Dedukh%25252033065183.jpg%3Bhttp%253A%252F%252Fmakeupjournal.net%252Fgallery%252Fnggallery%252Fimage%252Fwoman-beauty-daily-glamour-make-up-of-a-female-model-with-shining-long-curly-hair-and-white-flower-on-her-shoulder%252F%3B560%3B549 Center Picture https://sml34.wordpress.com/2013/10/21/print-ad-deconstruction/ Right Picture http://www.nydailynews.com/life-style/health/teen-drinkers-reach-bud-light-smirnoff-study-article-1.1261266
- #11: Picture http://www.celebitchy.com/116938/do_evan_rachel_wood_chris_evans_have_sex_appeal_in_the_new_gucci_ads/