Sexual Imagery And Advertising Increases Purchase Intention Among Consumers

1335 Words Oct 6th, 2014 6 Pages
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 techniques are frequently used, I believe that including sexual images in advertising actually persuades consumers to buy certain products which coincides with the age old idea that sex sells.
The Empirical Evidence

In the past, sex was, in a way, a taboo topic. While people were obviously engaging in sex, they did not talk about it as openly as people do today. Even so, sex has been used in advertising as far back as 1850, perhaps even earlier (Reichert, 2003, p. 29). The advertisements that featured sexual content in the 1800’s were often illustrations of nearly-nude women trying to sell things like bras and corsets. This kind of sexual content was not aimed at men, but at women who are thought to buy into sexual imagery in…

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