Source 3: Book Title: Sex in Advertising: Perspectives on the Erotic Appeal
Contributors: Tom Reichert , Janet Borgerson, Collin Gifford Brooke, Xiaomei Cai, Stephen Gould
Editor, Jacqueline Lambiase
Publisher: Lawrence Erlbaum Associates. Place of Publication: Mahwah, NJ. Publication Year: 2003.
Online Book: http://www.questia.com/read/104785813?title=Sex%20in%20Advertising%3a%20Perspectives%20on%20the%20Erotic%20Appeal
This book has been written by a number of contributors. All of these which have PhD and have studied at high ranked Universities. The book states references which are pretty dated back to the 90’s but none the less the information provided is of good quality. The professional outline of the book also gives evidence that it is a reliable source. I believe that after reading a chapter of this book I am sure that the information is relevant and reliable for my research question. The information in the book is very appropriate to my question as it covers many different topics all revolved around sex in advertising and the effect of it and why it is used. Examples are given of adverts and analysed to explain why sex has been used and how can it persuade audiences to purchase products. This book will be very useful for me when answering my research question because it provides with detailed information on how agencies use sex in advertising to attract audiences.
Tuesday, 25 November 2008
Entry Three
Entry Three: Primary Research
My chosen type of primary research is a questionnaire. I believe that a questionnaire will give me reliable results that I can analyse and use as evidence to answer my research question. A questionnaire is easy to carry out and will result in me gathering results quickly.
Social Demographics
For my questionnaire I will be asking people from all backgrounds and races; I will be asking both males and females from ages 12+ so that they understand the concept of the use of sexual content in advertising.
Objectives
The aim of my questionnaire is to find out how many people recognize the high use of sexual content in advertising to catch the audience’s attention. Different questions will be asked to see how many people spot the use of sexual content and it would be interesting to see people’s views on the use of it; if they agree with or disagree. After carrying out the questionnaire I will analyse the data and present my statistics so that I can give evidence to prove my findings.
My questionnaire will be printed and then distributed to people of all ages from 12+ and of all different backgrounds and genders. After the questionnaires have been filled in I will then analyse my findings and write up my results and what they present about the use of sex in advertising.
Advantages
A questionnaire is straightforward to carry out and also easy to analyse. I can use my questionnaires to write my results and produce conclusions. My sample consists of males and females from the ages 12+. The respondents will be easy to access because there are a wide variety of people at my school; people from many different backgrounds and ages. My results will not be sexist as I am using a fair sample of 12 males and females.
Disadvantages
The fact that I am only using a sample of 24 people limits my results; to improve my conclusion I could use a sample of 50 people to make my results more reliable in the future. My sample will be from people who live in London; this will limit my results.
People may not answer my questionnaire suitably; this may be due to a lack of concentration.
Sex in Advertising- Questionnaire
Gender ?
Male Female
Do you agree that sexual content should be allowed to be used in advertising?
Strongly Agree Agree Disagree Strongly Disagree
Does sexual content in advertising attract you into buying/researching the product?
Yes No Sometimes Don’t know
Would you rather watch advertisements that show sexual content or not?
Yes No Sometimes Don’t know
Which types of products do you see being promoted using sexual content?
Fragrances Clothes Food Jewellery Alcohol Other ……
How effective do you think sex in advertising is?
Very Mildly Not Very
Results
My sample consisted of 24 people; 12 male and 12 female
Q1. 4 people said strongly, 11 people said agree, 7 people said disagree and 2 people said strongly disagree.
Q2. 8 people said yes, 12 people said no and 4 people said sometimes
Q3. 4 people said yes, 7 people said no, 9 people said sometimes and 4 said don’t know
Q4. 4 people said fragrances, 6 people said clothes, 1 person said food, 3 people said jewellery, 2 people said alcohol, and 9 people said other.
Other: these included shampoo and body wash adverts, cars, toilet paper.
Q5. 18 people said very, 3 people said mildly and 3 people said not very
My results from Q1 reveal that more people agree with the legalisation of sexual content in advertising. 4 people strongly agreed and 11 people agreed; this exposes that the target audience don’t mind watching sexual content in advertising as it may interest them into watching the advertisement and even persuade them into buying the product. Those who disagree may do so due to the representation of women as sex objects in some advertising campaigns such as Lynx deodorant. This can be very degrading to some women and even be against some religious beliefs.
Q2 portrays that the use of sexual content in advertising doesn’t attract all audiences to go out and purchase the product. 8 people said yes and 12 people said no; this maybe due to that people thinking more about what they are purchasing rather than just basing their decision on what the advert shows. So the use of sex grabs the attention of the audience but not necessarily affect their final decision about whether to buy the product/service.
Q3 presents the audience to be a little two minded about the decision if they want to see sexual content or not in advertisements. The highest response was 9 for sometimes seeing sexual content; this shows again the audience doesn’t mind seeing sexual content.
Q4 shows that clothes and other were the most popular choice. Clothes such as lingerie use sexual content to attract audiences and persuade them into buying them. In the Other category body wash advertisements such as Lynx have used woman to sell their products to men.
Q5 clearly reveals that a high percentage of people believe that sexual content in advertising is effective in the way that it effects people’s opinions and persuades some people to buy certain products.
My chosen type of primary research is a questionnaire. I believe that a questionnaire will give me reliable results that I can analyse and use as evidence to answer my research question. A questionnaire is easy to carry out and will result in me gathering results quickly.
Social Demographics
For my questionnaire I will be asking people from all backgrounds and races; I will be asking both males and females from ages 12+ so that they understand the concept of the use of sexual content in advertising.
Objectives
The aim of my questionnaire is to find out how many people recognize the high use of sexual content in advertising to catch the audience’s attention. Different questions will be asked to see how many people spot the use of sexual content and it would be interesting to see people’s views on the use of it; if they agree with or disagree. After carrying out the questionnaire I will analyse the data and present my statistics so that I can give evidence to prove my findings.
My questionnaire will be printed and then distributed to people of all ages from 12+ and of all different backgrounds and genders. After the questionnaires have been filled in I will then analyse my findings and write up my results and what they present about the use of sex in advertising.
Advantages
A questionnaire is straightforward to carry out and also easy to analyse. I can use my questionnaires to write my results and produce conclusions. My sample consists of males and females from the ages 12+. The respondents will be easy to access because there are a wide variety of people at my school; people from many different backgrounds and ages. My results will not be sexist as I am using a fair sample of 12 males and females.
Disadvantages
The fact that I am only using a sample of 24 people limits my results; to improve my conclusion I could use a sample of 50 people to make my results more reliable in the future. My sample will be from people who live in London; this will limit my results.
People may not answer my questionnaire suitably; this may be due to a lack of concentration.
Sex in Advertising- Questionnaire
Gender ?
Male Female
Do you agree that sexual content should be allowed to be used in advertising?
Strongly Agree Agree Disagree Strongly Disagree
Does sexual content in advertising attract you into buying/researching the product?
Yes No Sometimes Don’t know
Would you rather watch advertisements that show sexual content or not?
Yes No Sometimes Don’t know
Which types of products do you see being promoted using sexual content?
Fragrances Clothes Food Jewellery Alcohol Other ……
How effective do you think sex in advertising is?
Very Mildly Not Very
Results
My sample consisted of 24 people; 12 male and 12 female
Q1. 4 people said strongly, 11 people said agree, 7 people said disagree and 2 people said strongly disagree.
Q2. 8 people said yes, 12 people said no and 4 people said sometimes
Q3. 4 people said yes, 7 people said no, 9 people said sometimes and 4 said don’t know
Q4. 4 people said fragrances, 6 people said clothes, 1 person said food, 3 people said jewellery, 2 people said alcohol, and 9 people said other.
Other: these included shampoo and body wash adverts, cars, toilet paper.
Q5. 18 people said very, 3 people said mildly and 3 people said not very
My results from Q1 reveal that more people agree with the legalisation of sexual content in advertising. 4 people strongly agreed and 11 people agreed; this exposes that the target audience don’t mind watching sexual content in advertising as it may interest them into watching the advertisement and even persuade them into buying the product. Those who disagree may do so due to the representation of women as sex objects in some advertising campaigns such as Lynx deodorant. This can be very degrading to some women and even be against some religious beliefs.
Q2 portrays that the use of sexual content in advertising doesn’t attract all audiences to go out and purchase the product. 8 people said yes and 12 people said no; this maybe due to that people thinking more about what they are purchasing rather than just basing their decision on what the advert shows. So the use of sex grabs the attention of the audience but not necessarily affect their final decision about whether to buy the product/service.
Q3 presents the audience to be a little two minded about the decision if they want to see sexual content or not in advertisements. The highest response was 9 for sometimes seeing sexual content; this shows again the audience doesn’t mind seeing sexual content.
Q4 shows that clothes and other were the most popular choice. Clothes such as lingerie use sexual content to attract audiences and persuade them into buying them. In the Other category body wash advertisements such as Lynx have used woman to sell their products to men.
Q5 clearly reveals that a high percentage of people believe that sexual content in advertising is effective in the way that it effects people’s opinions and persuades some people to buy certain products.
Wednesday, 19 November 2008
ENRTY 2
Critical Research Exam
Entry Two: Secondary Research
Source 1: Pot Noodle ad
http://www.guardian.co.uk/media/2008/apr/25/asa.advertising http://uk.youtube.com/watch?v=uMcY2fw7lHk
This article was first published on guardian.co.uk on Friday April 25 2008 by Mark Sweney.
This article explains how the Pot noodle advert which shows a man singing about how if woman were like pot noodles then relationships would be much easier. Several complaints have stated that the advert portrays women to be sex objects; this is evident from an image of woman dressed in lingerie and the man is pouring ingredients on her. The advert is trying to attract men into buying pot noodle due to the fact that their is a atractive young women in the advert.
This article from the guardian about the television is very reliable because Guardian is a well known organization worldwide and has a daily published newspaper. From this i can be sure that the information provided is of factual background. The information provided from the article is appropriate because it talks about how many complaints have been made and why they have been made. Phrases from the advert are also used to explain why this advert can be seen to be sexist and offensive. This article is useful because it provides me with an analysis of one advert which uses woman to look like sex objects and explains why it is offensive to the audience.
Source 2: FCUK's sales suffer serious blow after lesbian fight ad
http://www.independent.co.uk/news/media/fcuks-sales-suffer-serious-blow-after-lesbian-fight-ad-477689.html
This article about the FCUK television advert was by Susie Mesure, Retail Correspondent on the 11th May 2006. The advert showed two women fighting and gradually ripping each other’s clothes off and getting covered in water. At the end of the advert the two women kiss; this resulted in the advert receiving many complaints and the companies sales fell as a result. This shows that the use of sex had a negative impact on FCUK. This article is from The Independent which is a well known newspaper and also provides an online news service. This type of organization can be trusted and the information published is reliable. The information is appropriate because it provides me with information about how an advertising campaign using sex resulted in a negative effect rather than increase in sales.
Source 3: Sex Sells Best? 15 Ads that prove sex sells
http://inventorspot.com/articles/ads_prove_sex_sells_5576
This article was posted on July the 22nd, 2007 by Amy Gifford on the website inventerSpot.com. The article shows 15 different adverts that use sex to attract audiences. For example Volvo Car Company use a picture of a large handbrake and the title “We are just as excited as you are”. This use of language portrays the handbrake to be an erection; meaning the male is excited and ready to sexual intercourse. The article shows many adverts and explains how they use sex to sell their products. I think this article is very useful to me because it includes many products that use sex to sell; this is very helpful to me because I can look into these products and research the advertising campaigns behind them. This website is not well known so it maybe unreliable but the images give proof that these are real adverts that have been published.
Entry Two: Secondary Research
Source 1: Pot Noodle ad
http://www.guardian.co.uk/media/2008/apr/25/asa.advertising http://uk.youtube.com/watch?v=uMcY2fw7lHk
This article was first published on guardian.co.uk on Friday April 25 2008 by Mark Sweney.
This article explains how the Pot noodle advert which shows a man singing about how if woman were like pot noodles then relationships would be much easier. Several complaints have stated that the advert portrays women to be sex objects; this is evident from an image of woman dressed in lingerie and the man is pouring ingredients on her. The advert is trying to attract men into buying pot noodle due to the fact that their is a atractive young women in the advert.
This article from the guardian about the television is very reliable because Guardian is a well known organization worldwide and has a daily published newspaper. From this i can be sure that the information provided is of factual background. The information provided from the article is appropriate because it talks about how many complaints have been made and why they have been made. Phrases from the advert are also used to explain why this advert can be seen to be sexist and offensive. This article is useful because it provides me with an analysis of one advert which uses woman to look like sex objects and explains why it is offensive to the audience.
Source 2: FCUK's sales suffer serious blow after lesbian fight ad
http://www.independent.co.uk/news/media/fcuks-sales-suffer-serious-blow-after-lesbian-fight-ad-477689.html
This article about the FCUK television advert was by Susie Mesure, Retail Correspondent on the 11th May 2006. The advert showed two women fighting and gradually ripping each other’s clothes off and getting covered in water. At the end of the advert the two women kiss; this resulted in the advert receiving many complaints and the companies sales fell as a result. This shows that the use of sex had a negative impact on FCUK. This article is from The Independent which is a well known newspaper and also provides an online news service. This type of organization can be trusted and the information published is reliable. The information is appropriate because it provides me with information about how an advertising campaign using sex resulted in a negative effect rather than increase in sales.
Source 3: Sex Sells Best? 15 Ads that prove sex sells
http://inventorspot.com/articles/ads_prove_sex_sells_5576
This article was posted on July the 22nd, 2007 by Amy Gifford on the website inventerSpot.com. The article shows 15 different adverts that use sex to attract audiences. For example Volvo Car Company use a picture of a large handbrake and the title “We are just as excited as you are”. This use of language portrays the handbrake to be an erection; meaning the male is excited and ready to sexual intercourse. The article shows many adverts and explains how they use sex to sell their products. I think this article is very useful to me because it includes many products that use sex to sell; this is very helpful to me because I can look into these products and research the advertising campaigns behind them. This website is not well known so it maybe unreliable but the images give proof that these are real adverts that have been published.
Monday, 13 October 2008
ENTRY 1
My Research Question :
Explore how effective use of sexual content targets different audiences in advertising?
I thought of my question after observing a recent tv advert promoting Lynx deoderant. After looking at certain products i saw a similarity within how these products sell to a mass audience. I wanted to reasearch and find out for which products sex is used for promoting to different audiences and also to see if these methods are effective; do they result in higher sales or not.. Sex is used in many ways to attract men and women to these prodcuts. For example fcuk advertising campaign uses sex to sell their perfume range to men and women. A recent tv advert shows a man and a woman on a boat kissing very affectionately. This catches the attention of the audience because we dont normally see this in everday advertising, it can seem to explicit to some audiences such as children and the eldrely. The Fcuk For Him and Her perfume range use contradictory advertising to attract their target audience of sexually active young people. An example of a explicit advertising campaign from Fcuk
Explore how effective use of sexual content targets different audiences in advertising?
I thought of my question after observing a recent tv advert promoting Lynx deoderant. After looking at certain products i saw a similarity within how these products sell to a mass audience. I wanted to reasearch and find out for which products sex is used for promoting to different audiences and also to see if these methods are effective; do they result in higher sales or not.. Sex is used in many ways to attract men and women to these prodcuts. For example fcuk advertising campaign uses sex to sell their perfume range to men and women. A recent tv advert shows a man and a woman on a boat kissing very affectionately. This catches the attention of the audience because we dont normally see this in everday advertising, it can seem to explicit to some audiences such as children and the eldrely. The Fcuk For Him and Her perfume range use contradictory advertising to attract their target audience of sexually active young people. An example of a explicit advertising campaign from Fcuk
Entry 1
My Research Question:
Explore how effective the use of sexual content targets different audiences in advertising?
Explore how effective the use of sexual content targets different audiences in advertising?
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