Sexual Innuendoes in Advertising

Sexual innuendo is widely used in magazine advertising (Hatfield, 1992, pp. 174-175). An emphasis on sex characterizes a high proportion of contemporary advertising directed specifically at teenagers and pre-teens. The use of explicit sexual stimuli in advertising is not without drawbacks, however, for advertisers. While research found that explicit sexual stimuli does not adversely affect brand name recall among 18-to-26 year old students, such stimuli was found to exert a negative effect on message comprehension among this population segment when there is a substantial volume of information available for processing (Severn, Belch, and Belch, 1990, pp. 14-22). In such instances, information processing tends to focus on the execution of the massage within the contents of its sex elements. Such is not the case, however, with teenagers and pre-teens who tend to concentrate only on the sexual aspects of the advertising message (Zinn, 1991, p. 90). By contrast, Kilbourne, Painton, and Ridley (1985, pp. 48-56) found that the use of sexual innuendo in magazine advertising was effective in rel

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dentify and compare the effects of sexual innuendoes in advertising in magazines on pre-teens and teenagers versus young adults. The effects measured will include both marketing and sociological outcomes. METHOD The data for the proposed study will be collected through the use of ethnographic research. Ethnographic research relies on long and intensive interviews as a means of collected the necessary information to investigate an issue. Ethnographic interviews are largely unstructured. The interviewer begins the process with a set of questions that deal specifically with the issue being investigated. The interview process, however, involves the development of an open relationship between the interviewer and the subject; thus, the specific content of questions tends to change as the relationship between interviewer and subject develops. What the ethnographic interviewer does attempt to do, however, is to gradually move the scope of the interview questions and the subject's responses from a general level of inquiry to a more issue-specific inquiry. Proceeding from the general to the specific means that open-ended questions will be use initially, while the final questions asked will likely be closed-end in character. This p
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Approximate Word count = 1475
Approximate Pages = 6 (250 words per page)

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