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Effects of Sexual Innuendoes in Advertising This research outlines a proposal t

This research outlines a proposal to compare the effects of sexual innuendoes in advertising in magazines on preteens and teenagers versus adults. This proposal is developed in the contexts of a literature review, research problem statement, and research method.

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 of sexual innuendo in advertising contend that sexuallyoriented messages can alter attitudes and drives, and cause recipients to behave in a way in which they otherwise would not. Other researchers content that the use of sexual innuendo in advertising is not effective in altering attitudes and drives.

The volume of magazine advertising that contains sexual innuendo is increasing. Some of this advertising targets preteens and teenagers, while other such advertising targets you...

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Effects of Sexual Innuendoes in Advertising This research outlines a proposal t. (1969, December 31). In LotsofEssays.com. Retrieved 21:14, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1705490.html