Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/28788
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Appealing to men and women using sexual appeals in advertising: In the battle of the sexes, is a truce possible?
Author(s): Black, Iain
Morton, Peta
Keywords: advertising
sexual appeals
body language
experiment
Issue Date: 31-Dec-2017
Citation: Black I & Morton P (2017) Appealing to men and women using sexual appeals in advertising: In the battle of the sexes, is a truce possible?. Journal of Marketing Communications, 23 (4), pp. 331-350. https://doi.org/10.1080/13527266.2015.1015108.
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.
DOI Link: 10.1080/13527266.2015.1015108
Rights: This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Marketing Communication on 22 Apr 2015, available online: http://www.tandfonline.com/10.1080/13527266.2015.1015108.

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