Researchers attempted to elucidate the sexual content portrayed in advertisements and showed that it would sexually appeal to the general public by adopting a Nomothetic4 approach from the former idiographic foundations. Whilst introducing sexual content from a historically comparative view, dismembering sexual content into various forms, such as; nudity, sexual behavior, contextual effects, sexual referents, and symbolism. This retrospective data confers ideas that marketing industries are increasingly trying to imbue consumers directly; by increasing the level of eroticism in their ads. They are also trying to reach this potential by varying their sexually oriented methods that facilitate their intrusion in the consumer’ s life.
Erotic visual representations of people have been increasing (Soley & Kurzbard, 1986) whilst earning the connotation of being the main protagonist towards the perpetration of sexual content in advertisements (Gould, 1994). Sexual visual depictions are a common measure of sexual content since they also account for sexual content to carry-out cross-cultural studies (Biswas, Olsen, & Carlet, 1992; Cheng, 1997). Recent analyses of the respondents’ identification of sex in advertisements showed that they overwhelmingly described as visual aspects of ads (Reichert & Ramirez, 2000).
The research has demonstrated that sexuality in ads has employed clothing as a function of sexual content (Alexander & Judd, 1978; Ford & La Tour, 1993; Jones, Stanaland & Gelb, 1998; Kerin, Lundstrom & Sciglimpaglia, 1979; Peterson & Kerin, 1977; Simpson, Horton & Brown, 1996; Smith, Haugtvedt, Jadrich & Anton, 1995; Steadman, 1969). Clothing of sexual content is perceived when women are dressed with few-clothing. It was as high as 40% as measured in magazine advertisements in 1993 (Reichert, Lambiase, Morgan, Carstarphen, & Zavoina, 1999). Clothing is further categorized as demure, suggestive, partially clad, and nude (Soley & Reid, 1988).
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