SEXUALIZTION AND ADVERTISING 1 - Hanover College

[Pages:37]Running Head: EFFECTS OF SEX IN ADS

SEXUALIZTION AND ADVERTISING 1

The Effects of Sexualization in Advertisements Phillip Walker and Alyssa Zaid Hanover College 2011

Abstract

SEXUALIZTION AND ADVERTISING 2 A company uses advertisements in order to persuade people to buy the product being advertised. These persuasive messages try the consumer to choose their product. One of the persuasive techniques used in advertisements is sexualization. This study was designed to measure the effects of sexualization in printed and video media on memory retention and purchasing intent. Participants (N) were exposed to either sexualized or neutral advertisements consisting of both a printed and video advertisement. Following the advertisements, they then viewed a 21 minute video clip. Participants, then, completed a survey in which there were questions about the product and brand being advertised as well as their overall attitude about the model in the advertisements and the advertisement itself. The questionnaire also included their confidence in their ability to recall the advertisements shown. We found no statistically significant main effects of sexualization. There were several statistically significant main effects of media type: one for items recalled F (1, 35) = 0.4928 p = 0.033, one for items recalled about the model and product F (1,35) = 19.16 p ................
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