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- Title
HOW TO GET "KISSABLY CLOSE": EXAMINING HOW ADVERTISERS APPEAL TO CONSUMERS' SEXUAL NEEDS AND DESIRES.
- Authors
Reichert, Tom; Lambiase, Jacqueline
- Abstract
This paper explores the nature of sexual appeals--sex-related promises or benefits--in mainstream advertising by describing types of sex appeals and findings from a sex-benefit content analysis. Overall, our findings reveal that sex is used to appeal to women and men, although a higher proportion of sexual ads appear in men's (12%) compared to women's magazines (6%). In addition, a variety of sex appeals are directed toward women (attractiveness, behavior, esteem), whereas most appeals directed toward men emphasize more and better sex. Last, male-only images are relatively absent in sexual ads compared to female-only (45%) and couples (47%) images. These findings, observations, and directions for future research are discussed.
- Subjects
SEXUAL attraction; CONTENT analysis; SEX in advertising; ADVERTISING; MENTAL imagery; MASS media &; sex
- Publication
Sexuality & Culture, 2003, Vol 7, Issue 3, p120
- ISSN
1095-5143
- Publication type
Article
- DOI
10.1007/s12119-003-1006-6