walkereffects of sexualization in advertisements

8/10/2019 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

walkereffects of sexualization in advertisements

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