KOREASCHOLAR

THE INFLUENCE OF SEX APPEAL ADVERTISING

Seung Yeon Lee, Seunghee Lee
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271853
Download
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1638-1644
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Gender has been considered as a very important factor in influencing the effectiveness of sex appeal advertising, yet only biological sex (male or female) has been examined. Therefore, this paper aims to examine the role of gender identity (masculinity, femininity or androgynous) in how people respond to sexual appeals in advertising. By studying the influence of this variable, present research would help in building a more comprehensive picture of why people respond to sexual appeals as they do.

Keyword
GenderAdvertisingEmotionUSAMedia environment
Author
  • Seung Yeon Lee(Sookmyung Women’s University)
  • Seunghee Lee(Sookmyung Women’s University)