Sex In Advertising: An Exploratory Study Of The Heterosexual Perception

Gleason, Emily (2014) Sex In Advertising: An Exploratory Study Of The Heterosexual Perception. [Dissertation (University of Nottingham only)] (Unpublished)

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In this paper, we theorise and empirically investigate how consumers' attitudes and perceptions relating to sexual imagery in advertising are perceived. In addition, we address the link between sexual imagery and the attitudes it creates and maintains within consumers today. With the growing prevalence of sexualised imagery in modern day advertisements it is crucial for not only marketers and advertising practitioners to gain deeper insights into how consumers perceive sexual advertising content, but to understand the emotional aspects of how it influences them. The theoretical work is informed by areas of research including the history of sexual imagery in advertising, what makes an advertisement sexy, and gender roles in regards to sexual imagery. For the purpose of needing to elicit deep consumer insights the Zaltman Metaphor Elicitation Technique (ZMET) was employed. Using ZMET four main themes were found: elements that make an advertisement sexual; symbolic metaphors for sexual imagery; descriptive adjectives that distinguish particular types of sexualised images; attitudes and beliefs regarding topics in sexual imagery. The focus on surfacing metaphors linked to sexual imagery provides a deeper understanding of consumer’s both conscious and hidden thoughts and the motivation behind their behaviour.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 01 Apr 2022 14:27
Last Modified: 02 Apr 2022 04:30

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