The Impact of Sexual Imagery in Advertising: Comparing Hispanics’ and Non-Hispanics’ Attitudes and Responses Toward Print Ads

Author(s)

Kevin Ann Kelsmark, DeVry University
Paul Dion, Susquehanna University
Russell Abratt, Nova Southeastern UniversityFollow
Leann Mischel, DeVry University

Document Type

Article

Publication Title

Journal of Promotion Management

ISSN

1540-7594

Publication Date

2011

Abstract/Excerpt

The purpose of this study was to examine differences in attitudinal responses to sexual imagery in advertising by young adult Hispanics and non-Hispanics and establish whether any gender differences exist. A quantitative methodology was used. Results show that the lack of influence of the ethnicity variable suggests that respondents appear to overwhelm Hispanic cultural predispositions. Although males were more accepting of the sexual imagery, this did not translate as influence by the advertisements. Although undefined by this research, the reptilian ad appears to exceed some tolerance levels. As a result advertisers and marketing managers should be wary of utilizing strong sexual appeals.

DOI

10.1080/10496491003666758

Volume

17

Issue

1

First Page

114

Last Page

131

NSUWorks Citation

Kelsmark, Kevin Ann; Dion, Paul; Abratt, Russell; and Mischel, Leann, "The Impact of Sexual Imagery in Advertising: Comparing Hispanics’ and Non-Hispanics’ Attitudes and Responses Toward Print Ads" (2011). HCBE Faculty Articles. 924.
https://nsuworks.nova.edu/hcbe_facarticles/924