Original Research
Gender differences in student attitudes towards sexual appeals in print advertising
South African Journal of Economic and Management Sciences | Vol 15, No 4 | a149 |
DOI: https://doi.org/10.4102/sajems.v15i4.149
| © 2012 Philippa Klug, Debbie Vigar-Ellis
| This work is licensed under CC Attribution 4.0
Submitted: 21 December 2010 | Published: 20 November 2012
Submitted: 21 December 2010 | Published: 20 November 2012
About the author(s)
Philippa Klug, University of Kwazulu-Natal, South AfricaDebbie Vigar-Ellis, University of KwaZulu-Natal, South Africa
Abstract
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.
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