Hypothesis:
Sexual imagery in advertising increases purchase intention among consumers.
My Initial Hypothesis
Businesses invest a lot of money into advertising their products in hopes that sales will increase. While some products have the ability to stand alone, oftentimes companies will employ advertising techniques to sell their products, including sexual imagery. Sexual content may appear in the form of a partially nude model interacting with a product, a subject acting as though they are engaging in an act that is seemingly sexual in nature with or alongside a product, wording that includes terms associated with sex, or even by the use of objects or the object itself resembling genitalia (Truelove, 2014). Although other advertising …show more content…
Although, I do believe that sexual imagery in advertising can be effective, I do not believe that it is always effective. If a product being advertised is sexual or has anything to do with sexuality, sexual imagery can help sell that product. For instance, if a man is presented with an advertisement that contains sexual content would be really effective and will increase the buying intention of the advertisement was for a magazine that is sexual such as Playboy or Maxim. However, if a product advertisement contains a woman who is eating a candy bar in a provocative way, buying intention will not be affected because the product is not inherently sexual. Likewise, for women who are seeing an advertisement for underwear and they hear the model say words like “sexy,” or “romance,” they may be more inclined to buy that brand of underwear and maybe not so inclined if the product is, instead, a dishwasher.
Overall, I believe that sexual imagery in advertising will continue to be a technique that is widely used. However, based on the evidence presented on each of the studies I believe that for it to be effective, a consumer seeing the advertisement must be interested in seeing sexual content, whether it is an image or language that evokes emotions relating to
Sexual imagery in advertising increases purchase intention among consumers.
My Initial Hypothesis
Businesses invest a lot of money into advertising their products in hopes that sales will increase. While some products have the ability to stand alone, oftentimes companies will employ advertising techniques to sell their products, including sexual imagery. Sexual content may appear in the form of a partially nude model interacting with a product, a subject acting as though they are engaging in an act that is seemingly sexual in nature with or alongside a product, wording that includes terms associated with sex, or even by the use of objects or the object itself resembling genitalia (Truelove, 2014). Although other advertising …show more content…
Although, I do believe that sexual imagery in advertising can be effective, I do not believe that it is always effective. If a product being advertised is sexual or has anything to do with sexuality, sexual imagery can help sell that product. For instance, if a man is presented with an advertisement that contains sexual content would be really effective and will increase the buying intention of the advertisement was for a magazine that is sexual such as Playboy or Maxim. However, if a product advertisement contains a woman who is eating a candy bar in a provocative way, buying intention will not be affected because the product is not inherently sexual. Likewise, for women who are seeing an advertisement for underwear and they hear the model say words like “sexy,” or “romance,” they may be more inclined to buy that brand of underwear and maybe not so inclined if the product is, instead, a dishwasher.
Overall, I believe that sexual imagery in advertising will continue to be a technique that is widely used. However, based on the evidence presented on each of the studies I believe that for it to be effective, a consumer seeing the advertisement must be interested in seeing sexual content, whether it is an image or language that evokes emotions relating to