Consumer Perception of Sex Appeal Advertising: A High Context Cultural Perspective
The IUP Journal of Marketing Management, Vol. XIV, No. 4, November 2015, pp. 34-55
Posted: 7 Jan 2016
Date Written: January 7, 2016
Consumers today are bombarded by commercial messages from a broad range of sources. As advertisers seek out ways to break through the clutter and draw attention to their messages, the use of sex-oriented appeals has emerged as a major communication technique. The main objective of the study is to assess the role of sex appeals in advertising and its effect on target audience response. The study employed a quantitative method based on a survey design using a structured questionnaire which covered 300 respondents using convenience sampling technique. Data obtained for this study was analyzed using descriptive statistical methods. The descriptive analysis involved the use of percentages, tabulation and graphical presentation. The study finds that sex appeal advertising is widespread in Ghana, consumers are generally tolerant of sex appeal ads, and that sex appeal has a positive influence on consumer purchase intentions. Additionally, males are relatively more positively influenced by sex appeal ads as compared to their female counterparts. The study recommends that sex appeal adverts must strive to provide a sound fit between the advert and the product while using a reasonable degree of sex content.
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