Sex Advertising

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Sex in Advertising

How it influences young men and women

Abstract

ABSTRACT

Companies make use of sexual appeal in advertising more now than ever. Very little research has been conducted of how the youth react to this and therefore, the purpose of this study is to gain a better understanding of how the youth perceive sex in advertising. More specifically, it deals with how the youth define and perceive sexual appeal in advertising. The study has a qualitative approach and the empirical data was gathered through questionnaire distribution analysis .

The findings and conclusions of this study indicated that there are gender differences of how the youth define and react to sex in advertising. Young men tend to be more focused on physical attractiveness while young women focus more on other factors such as movement. Furthermore, our conclusions suggest that there are differences of how young women and men perceive sex in advertisement. Our findings suggest that young men are not as affected as young women concerning buying behavior and self-confidence by the sexual appeals in advertisements.

Table of contents

TABLE OF CONTENTS

1 INTRODUCTION.... 1

1.1 Background .....1
1.2 Problem Discussion .....3

1.3 Purpose......5
1.3.1 Research questions ..... 5

1.4 Demarcations .....5
2 LITERATURE REVIEW ..... 6

2.1 Definitions of sexual appeal in advertising .....6

2.2 Sexual appeal in advertising: Young men and women’s reactions ....8

2.3 Conceptualization .....13
2.3.1 Definitions of sexual appeals in advertising ..... 13 2.3.2 Young men and women’s reactions to sexual appeal in advertising ...... 14

3 METHODOLOGY .... 16

3.1 Research Purpose......16

3.2 Research Approach......17

3.3 Research strategy ......17

3.4 Data Collection....18
3.5 Sample selection .....20
3.5.1 Choice of respondents .... 21
3.5.2 Choice of documentation...... 21

3.6 Data Analysis ......21
3.7 Validity and Reliability ......22
4 EMPIRICAL DATA .... 24

4.1 Interview one: Young men....24
4.1.1 Young men define sexual appeal in advertising...... 24 4.1.2 Young men’s reactions to sexual appeal in advertising .... 25

4.2 Interview two: Young women.....27
4.2.1 Young women define sexual appeal in advertising .... 27 4.2.2 Young women’s reactions to sexual appeal in advertising ..... 28

5 DATA ANALYSIS ...... 31

5.1 Definition of sexual appeal in advertising ....31

5.2 Young men’s reactions to sexual appeal in advertising ....32

5.3 Young women’s reactions to sexual appeal in advertising......33 6 CONCLUSIONS AND IMPLICATIONS ..... 35

6.1 How do young men and women define sexual appeal in advertising?......35 6.2 How do young men react to sexual appeal in advertising? .....36

6.3 How do young women react to sexual appeal in advertising? ......37

Table of contents

REFERENCES ...... 40

List of figures and tables

Introduction

1 INTRODUCTION

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