Does Sexual Appeal in Advertisement Really Attract Viewers and Affect Consumer Buying Decision? With Special Reference to Rural Area in India

5 Pages Posted: 30 May 2019

Date Written: May 29, 2019

Abstract

Marketing is an important functional area in the business organization that provides interface not only with customers but also with stakeholders such as media, investors, regulatory agencies, channel members; trade associations’ etc. and so marketing ethics plays an important role. Advertising is that it facilitates the dissemination of information about the product. Use of sexual appeal or sexually explicit material in promotions is one of the important issues for ethics in an advertisement. The sexual appeal in the advertisement is always a creative way to capture the consumer’s attention. Sex appeal in advertising is generally viewed as an effective strategy to attract attention to the brand. The use of overt sexual appeals in adverting has increased considerably. While ethics & the role which it plays in advertising continue to generate a great deal of attention, the role of the educator has become important. The purpose of this paper is to discuss the role of ethics plays in the use of sexual appeal in advertising. The study also examines if sexual appeal actually sells and if so, when and where is it being used in advertising? It also studies the perception of rural youth about these advertisements & their spending decision based on these advertisements.

Keywords: xual appeal, Advertisement, Ethics

Suggested Citation

Dang-Longani, Kirti, Does Sexual Appeal in Advertisement Really Attract Viewers and Affect Consumer Buying Decision? With Special Reference to Rural Area in India (May 29, 2019). International Conference on Media Ethics 2019, Available at SSRN: https://ssrn.com/abstract=3395646 or http://dx.doi.org/10.2139/ssrn.3395646

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