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Author Edison, Aimee Stephanie
Title Does sex really sell? Research on sex in advertising: A meta-analysis
book jacket
Descript 131 p
Note Source: Dissertation Abstracts International, Volume: 70-11, Section: A, page: 4101
Advisers: Jamie DeCoster; David Roskos-Ewoldsen
Thesis (Ph.D.)--The University of Alabama, 2009
In this dissertation, a meta-analysis was conducted that analyzed 60 different studies examining the effectiveness of sexual appeals in advertising. These studies were found using both ancestor and descendant searches through online and manual searches, and through contacting the first authors of included studies. The comparative effectiveness of sexual appeals and non-sexual appeals was calculated, and were compared across studies. Overall, there was a small but significant, positive effect size, suggesting that sexual appeals are indeed more effective than non-sexual appeals. In addition, moderating variables that were thought to influence the effectiveness of sexual appeals were also coded and investigated. The most important moderating variables may be the sex of the sexual appeal viewer, the sex of any models portrayed in the appeal, and the sex of the first author
The results of the current study also indicate that there are several areas in this field of research that should be explored in greater detail, including the influence of culture, age, and advertisement repetition upon the effectiveness of sexual appeals
School code: 0004
Host Item Dissertation Abstracts International 70-11A
Subject Business Administration, Marketing
Mass Communications
0338
0708
Alt Author The University of Alabama
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