Sexual Innuendoes in Advertising This research outlines a proposal t

The magazine medium provides advertisers with the greatest opportunities for creativity (Buck, 1993, p. 58). An emphasis on sex has characterized a high proportion of contemporary advertising. 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 18to26 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. 1422). In such instances, information processing tends to focus on the execution of the massage within the contents of its sex elements.

Kilbourne, Painton, and Ridley (1985, pp. 4856), however, found that the use of sexual innuendo in magazine advertising was effective in relation to all population segments. By contrast, Gable, Wilkens, Harris, and Feinberg (1987, pp. 2631) concluded that the use of sexual innuendo in magazine advertising had no effects on consumer choices regardless of the population segment that was targeted. Proponents of the use o

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g only objective questions in the survey questionnaire. 4. A survey must be quantifiable (Isaac and Michael, 1994, p. 128). The data collected through the conduct of a survey must be amenable to expression in numerical terms. This criterion will be addressed by providing a response scale ranging from very important (5) to very unimportant (1). Surveys are dependent on the direct communication with persons possessing the characteristics or factors to be measured (Isaac and Michael, 1994, p. 128). Surveys, thus, are reactive in nature. There are five basic types of surveyssurvey of records, mailed questionnaire, telephone surveys, group interviews, and individual interviews (Isaac and Michael, 1994, p. 130132). There are advantages and disadvantages associated with each type of survey. The trend in survey research is toward the use of the interview type. The interview survey type will be used in the proposed investigation. There are two different approaches group and individualto the conduct of interview survey research (Emory, 1993, pp. 214215). The individual survey interview will be used in the proposed investigation. The interviewer must be able to stimulate the respondent to answer (Emory, 1993, p. 298).
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Approximate Word count = 1574
Approximate Pages = 6 (250 words per page)

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