Attitudes of Females from Three Generations towards Advertising Using Sex Appeal

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kittiwat Namsawatwong
Pinrada Metharom

Abstract

This research’s objective is to study females’ attitudes towards advertising using sex appeal. This research is the qualitative research with in-depth interviews of 9 female informants from 3 generations: Gen X, Gen Y and Gen Z.  The result shows that women from different generations has different attitudes towards advertising using sex appeal. Gen X emphasizes on affective component while watching the advertisement. Using male model can attract the attention of Gen X the most. Using female model can create product and advertising preference and create product demand for Gen X. However, the advertiser should avoid nudity and any forms of blatant and obvious sexual appeal in advertising to Gen X. Gen Y focuses on the appearance of the model. More sophisticated sexual appeal can create a sense of passion for the product and the advertising. Using non-nudity female model can create demand for using the product of Gen Y. On the other hand, Gen Z focuses on the product information rather than the human model in the advertisement, especially when the advertisement can attract interest or stimulate thought and interpretation. Forms of more sophisticated sexual appeal can attract the attention, build preferences and create demand for trying the product of Gen Z. Marketers should avoid using any forms of blatant and obvious sexual appeal or presentations focusing on specific gender in advertising rather than giving information of the product for Gen Z.      

Article Details

How to Cite
Namsawatwong, kittiwat, & Metharom, P. (2019). Attitudes of Females from Three Generations towards Advertising Using Sex Appeal. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 39(4), 151–175. Retrieved from https://so06.tci-thaijo.org/index.php/utccjournalhs/article/view/167134
Section
Research Articles

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