walkereffects of sexualization in advertisements
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Effects of Sexualization inAdvertisements
Alyssa Zaid and Phillip Walker
Hanover College
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Advertising Advertising is the non-personal communication of
information usually paid for and usually persuasive in
nature about products, services or ideas by identified
sponsors through various media (Bovee, 1992)
Commonly include brand, product, and how product could
be beneficial to entice consumers
Companies use a variety of methods to promote
products/services in order to influence and appeal to a
broad range of consumers (Keller, 1987)
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Persuasion
Symbolic process in which ads try to convinceconsumers to change their attitudes or behaviors
(Perloff, 2003)
Advertisements have shifted from central focus ofproduct to having a model represent the benefits of a
product as a means of persuasion (Beasley & Danesi,2002)
Sexualized models can be used as persuasion techniques
(Lynn, 1995)
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How Sexualization is Used in Ads
Sexualized ads depict women with either alluring behavior or
wearing provocative clothing as a means to promote products
and services (Monk-Turner et al., 2007)
Viewing sexualized images tend to elicit a variety of sensations
that lead one to making an association of possible pleasurable
outcomes for him/herself (Adams 1916)
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Research on Sexualization in Advertisements
Lynn, 1995
Sexualization is least effective when it is used on a product
which is not normally associated with sex
The sexualized content in advertising must be appropriateto the product category and have a proper underlying
message
Direct/indirect promotion of sex in advertisements
If sex is perceived as irrelevant to the product, it may
have a negative effect on attitudes and purchasing
intention
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Participants
N=37 (24 Females, 13 Male)
18 in the sexualized condition (6 Male)
19 in the non-sexualized condition (7 Male)
98% Caucasian; 2% Other
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Stimuli
Brand Hermes Hermes Meltin Pot Oliver Peoples
Product Scarves Purses Jeans Glasses
Had sexualized and non sexualized versions
As well as print and video
Print ad as shown for the same length as video ad
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Stimuli: Advertisements
Sexualized Non-sexualized
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Procedure Participants viewed two advertisements
Both were either sexualized or non sexualized
One print, one video
Different products and Brands
Group 1 Group 2 Group 3 Group 4
Sexualized Print 1 Neutral print 2 Sexualized Video 2 Neutral Video 2
Sexualized Video 2 Neutral Video 1 Sexualized Print 1 Neutral Print 1
Table 1: Condition possibilities for study and the basis of procedure in which
participants will be exposed to the advertisements.
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Questions
What was the product being advertised? What was the products brand?
What do you remember about the
advertisement?
How confident are you in your memory about
the advertisements shown?
How much did you like the advertisement
How attractive is the model
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Analysis
Purchasing intentions, attitudes, and memory:2 x 2 mixed ANOVA
IV 1: Sexualized or Non sexualized
IV 2: Print and Video
DVs: Attitudes, recall, purchasing intent
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Attitude about ad
F(1,35) = 4.86,p= 0.034
1
1.52
2.5
3
3.5
4
4.5
5
5.5
6
Print Video
Ratingof
ad
Sexualized
Nonsexualized
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Items recalled: Model and Product
0
0.2
0.4
0.6
0.81
1.2
1.4
1.61.8
2
Sexualized Non
Sexualized
#ofItemsRecalledforVideo
Video
Model
Product
00.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
Sexualized Non
Sexualized
#ofItemsReca
lledforPrint
Print
Model
Product
Media type: F (1,35) = 19.16p
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Discussion
Print out performed video for some items
Video out performed print for other items
Other items had large error
NO statistically significant main effects for
sexualization.
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Discussion
Reasons for why sexualized models look better
in video and non-sexualized model look better
in print
In sexualized video movement could play a part in
the attractiveness
In sexualized print the participant would have a
longer time to notice flaws or picture modification
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Discussion
Connection between attention recall andpurchasing.
Sexualization allures attention (Lynn, 1995)
Participants are less likely to recall information
from sexualized advertisements
Sexualized images may serve as distraction when
processing ad information (Darke, 1988)
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Discussion Video vs. Print
Televised information is being processed visually as well
as auditory
Printed information is processed only visually
Involvement as a factor in the ability to recall/recognize
information
Ads that have no lasting effects will have no lasting
impact
Must be deeply processed if effect is going to take
place
But
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Discussion
Overall more items recalled in video
But, fewer of those items deal with product or
brand.
Effect greater in sexualized video advertisements
Video distracts attention from brand and
product.
Sexualization is particularly distracting
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Limitations
Unfamiliarity with brands Exposure allows for greater recall and familiarity
Ads only presented once In real world ads presented many times
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Questions
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