Advertising Theory

Advertising Theory

Background

Due to the increasing usage of sex appeal in advertising in the recent years, there

has been extensive literature in Western countries, especially the United States, on the

evaluation of sex appeal advertising. However, very little research has been conducted on

sex appeal advertising in а country like UK .As we all know, UK has become one of the

most attractive markets in the world and advertising has become one of its fastest-

growing industries. To answer these managerial questions, international advertisers need

to understand how British consumers respond to different advertising strategies,

including sex appeal strategies. As an advertising strategy, sex appeal is no longer just

adopted in the West; it is becoming highly visible, if not widely popular yet, in the British

market.

Summary

This study has been conducted by Sanjay Putrevu. The main idea of this study is

to evaluate the influence of involvement, need for cognition (NFC), and gender on

consumer response toward sexual and nonsexual appeals. Although the use of sex in

advertising is extremely common (Duncan, 202), surprisingly little theoretical research

has been undertaken by previous consumer scientists in this area. As Reichert (p. 269)

states in а recent review, “it is unfortunate that understanding of such а ubiquitous

previous appeal as sex in advertising has not progressed further…” In this paper, we aim

to partially address this gap by examining gender-based reactions to sex previous appeals

in advertising, with regard to both differences and similarities in the way men and women
spontaneously react to such ads. From а theoretical perspective, this focus derives from

the existing sex research in psychology, а substantial portion of which has examined the

influence of gender in previous sexual attitudes and behavior. From а practical

perspective, such an exploration carries obvious implications for managers wishing to

understand when and why the use of sex previous appeals might be effective across

gender-defined segments.

Although there are many aspects of sex in advertising that could be of interest, we

circumscribe our investigation along two dimensions: (а) We focus on reactions to

gratuitous sex previous appeals; and (b) we examine processing of such ads under

constrained processing conditions. The rationale for focusing on gratuitous previous

sexual appeals is а practical one. Ads are increasingly making use of no subtle, gratuitous

previous sexual content—namely, previous sexual material (e.g., images) that many are

likely to regard as being unnecessarily explicit, а perception that is heightened when the

image is also irrelevant to the advertised product.

This study consists of three studies

Study 1: Involvement

Study 2: Need for Cognition (NFC)

Study 3: Gender

Study 1: Involvement

The study shows that high involvement respondents produced more negative

advertisement implementation and brand thoughts toward the sexual appeals than the

non-sexual appeals. These consumers also seem to find the sexual content to be off-
putting. These results suggest that sexual appeals may be effectual when targeting low-

involvement consumers, but that they might not work well for high-involvement

customers.

Study 2: Need for Cognition (NFC)

This study examined whether sexual and non-sexual advertisement elicits

dissimilar replies based on participation, NFC, and sex of the respondent. The results

proposed that sexual appeals produce higher recall, improved acknowledgment, more

cognitive responses, and better attitudes and procure intention among low participation

customers.

Study 3: Gender

These results proposed that the fit between the sexual appeal and product category

might be important for а female audience, but that such а fit is less relevant for males.

The results also proposed that women do not object to sexual appeals, as long there is а

sensible connection between the appeal and the target brand. Female aversion for sexual

appeals seems to emerge when the appeals seem irrelevant in the advertisement

background. Perhaps these findings give details the prevalence of sexual appeals

targeting younger consumers: Young men greet them, while young women do not object

to them if not the fit is missing

Sex Appeal Advertising in UK

The degree to which sex appeal can be successful is not only largely dependent on

gender but also on the target audiences’ culture (Bello et al., 193). As advertising is а

distorted mirror of culture and society (Pollay, 19), the usage of sex appeal in different

societies reflects the different cultures among those societies (Lin, 18). UK is no

exception.

Findings and Observations

In а broad sense, sex appeals can be defined as messages, whether as brand

information in advertising contexts or as persuasive appeals in marketing contexts, which

are associated with sexual information (Reichert et al., 301).

Previous empirical studies identified that sex appeal serves а number of crucial

roles in advertising including attracting initial attention (e.g. Reid and Soley, 198),

enhancing recall (e.g. Steadman, 8), evoking emotional responses (e.g. Courtney and

Whipple, 1983; Hoyer and MacInnis, 21), and increasing persuasion (e.g. La Tour, Pitts,

and Snook-Luther, 1990; Saunders, 96) as well as buying intention (e.g. Grazer and

Keesling, 95). Recently, Reichert et al. (21) summarized that using sex appeal in

advertising can grab attention, augment recognition, bolster brand image, increasing

receivers’ interest in processing the advertisement, and enhance persuasion. For example,

previous studies (e.g. Judd and Alexander, 1983; Severn et al., 1990) have consistently

demonstrated that sex appeal attract attention to the advertisement.

Advertising Theory

The Market Power Theory of Advertising is the theory of advertising is that

established firms use advertising as а barrier to entry through product differentiation.

Such а firm's use of advertising differentiates its brand from other brands to а degree that

customers see its brand is а slightly different product, not perfectly substituted by existing

or potential competitors.

Devising а theory of how advertising is effective within а consumer’s mind is

difficult because customers struggle with every decision they make. The process in which

customers choose а brand and/or а product is extremely complicated. Advertising

messages must be tailored and relevant during each stage of а consumer’s buying or

decision making process. Advertising messages are created in order to change the

awareness, knowledge, and attitude of customers towards а specific brand offered. These

changes take place all throughout the buying а decision making pattern.

In spite of the moral problems connected to sexual advertisement ,

advertising in contemporary times is sated with patterns of such appeals.

Advertisers are often driven by revenue motives and use strategies such as

sexual appeals to improve the bottom line.

This research separates some conditions that may assist or hold back

the efficiency of such sexual appeals. The prevalence of appeals appears to

be ambitious at least partly by their aptitude to gather consumer

consideration, produce deeper dispensation, and improve influence and buy

target.

Example
 Toyo Tires used а nude female model crouched on all fours with the tagline

“Tires that Fit You” in а recent print ad campaign. In another example, an ad for M7, а

new fragrance from Yves Saint Laurent, featured full frontal male nudity. It is clearly of

interest to both the manager and the policy maker to understand whether and how

previous consumers are influenced by such tactics.

 Works Cited

Putrevu S. (2008), "Consumer responses toward sexual and non sexual appeals", Journal

of Advertising, Summer, Vol. 37 Issue 2, pp. 57-69.

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