Gender differences in student attitudes towards sexual appeals in print advertising
Sexuality is a widely used appeal in advertising today. The aim of this research was to establish whether or not this form of advertising connects with South African students and whether gender differences existed. A triangulated research design with data collected in focus groups, was used. The fin...
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| Format: | Article |
| Language: | English |
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2012-11-01
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| Series: | South African Journal of Economic and Management Sciences |
| Online Access: | https://sajems.org/index.php/sajems/article/view/149 |
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doaj-7abf3048cf864859962441820a4b26182020-11-25T02:23:55ZengAOSISSouth African Journal of Economic and Management Sciences1015-88122222-34362012-11-0115436738110.4102/sajems.v15i4.149167Gender differences in student attitudes towards sexual appeals in print advertisingPhilippa Klug0Debbie Vigar-Ellis1University of Kwazulu-NatalUniversity of KwaZulu-NatalSexuality is a widely used appeal in advertising today. The aim of this research was to establish whether or not this form of advertising connects with South African students and whether gender differences existed. A triangulated research design with data collected in focus groups, was used. The findings generally indicated negative attitudes towards sexual appeals in advertising. The main difference in gender responses was that males responded more negatively to adverts that contained male models as opposed to female models, whereas, women responded in similar ways regardless of the gender of the model.https://sajems.org/index.php/sajems/article/view/149 |
| collection |
DOAJ |
| language |
English |
| format |
Article |
| sources |
DOAJ |
| author |
Philippa Klug Debbie Vigar-Ellis |
| spellingShingle |
Philippa Klug Debbie Vigar-Ellis Gender differences in student attitudes towards sexual appeals in print advertising South African Journal of Economic and Management Sciences |
| author_facet |
Philippa Klug Debbie Vigar-Ellis |
| author_sort |
Philippa Klug |
| title |
Gender differences in student attitudes towards sexual appeals in print advertising |
| title_short |
Gender differences in student attitudes towards sexual appeals in print advertising |
| title_full |
Gender differences in student attitudes towards sexual appeals in print advertising |
| title_fullStr |
Gender differences in student attitudes towards sexual appeals in print advertising |
| title_full_unstemmed |
Gender differences in student attitudes towards sexual appeals in print advertising |
| title_sort |
gender differences in student attitudes towards sexual appeals in print advertising |
| publisher |
AOSIS |
| series |
South African Journal of Economic and Management Sciences |
| issn |
1015-8812 2222-3436 |
| publishDate |
2012-11-01 |
| description |
Sexuality is a widely used appeal in advertising today. The aim of this research was to establish whether or not this form of advertising connects with South African students and whether gender differences existed. A triangulated research design with data collected in focus groups, was used. The findings generally indicated negative attitudes towards sexual appeals in advertising. The main difference in gender responses was that males responded more negatively to adverts that contained male models as opposed to female models, whereas, women responded in similar ways regardless of the gender of the model. |
| url |
https://sajems.org/index.php/sajems/article/view/149 |
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