Detailed Information

Cited 0 time in webofscience Cited 4 time in scopus
Metadata Downloads

The influence of masculinity and femininity in responses to sex appeal advertising

Authors
Lee S.Y.Lee S.
Issue Date
Oct-2016
Publisher
ROUTLEDGE JOURNALS
Keywords
femininity; gender identity; masculinity; Sex appeal advertisements; Sex roles
Citation
Journal of Global Fashion Marketing, v.7, no.4, pp.266 - 277
Journal Title
Journal of Global Fashion Marketing
Volume
7
Number
4
Start Page
266
End Page
277
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/3251
DOI
10.1080/20932685.2016.1204932
ISSN
2093-2685
Abstract
This study examined the influence of gender identity on the effects of sex appeal advertising using a two (low/high nudity level of sex appeal) by two (male/female model) between-group factorial design. The results of this study are as follows. Firstly, both males and females strongly favored sex appeal advertisements (ads) with more, rather than less nudity. Secondly, whereas male respondents were more attracted to opposite sex (female) models than same sex models in sex appeal ads, female respondents were not influenced by the model’s sex. Thirdly, male respondents reacted differently to sex appeal ads given their gender identity. A significant difference was found between the androgynous and the feminine groups; androgynous males showed the most positive attitude toward sex appeal ads and feminine males showed the least positive attitude. Finally, both male and female respondents’ attitudes toward sex appeal advertising exhibited a significant interaction effect between gender identity and the model’s sex. Both androgynous males and females showed more positive attitudes toward opposite sex models, whereas feminine males and females showed more positive attitudes toward models of the same sex as their own. © 2016 Korean Scholars of Marketing Science.
Files in This Item
Go to Link
Appears in
Collections
생활과학대학 > 의류학과 > 1. Journal Articles

qrcode

Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.

Related Researcher

Researcher Lee, Seunghee photo

Lee, Seunghee
생활과학대학 (의류학과)
Read more

Altmetrics

Total Views & Downloads

BROWSE