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.

• Seung Yeon Lee(Sookmyung Women’s University)
• Seunghee Lee(Sookmyung Women’s University)