Consumer's attitude towards Advertisement, Brand Attitude and Purchase Intention on Sex Appeal Advertisements
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Among the many channels of mass media, advertisement is obliviously affecting the public. In contemporary society, people are constantly exposed to countless product advertisements through various media. Companies are making their best effort to draw customers’ attention, and empathic methodologies are becoming a mainstream of many. Sex appeal methodologies are mainly used among empathic ones, and even sex-neutral products are advertised using this particular method. Therefore, this research analyzes sex appeal advertisements and categorizes those advertisements by five types of Richmond & Hartman’s advertising appeals (functional, fantastic, inappropriate, symbolic, and gender-oriented). Moreover the study inquires the influence of sex appeal advertisement on customers’ attitude toward advertisement, attitude toward the brand, and purchase intention.
Abstract
Among the many channels of mass media, advertisement is obliviously affecting the public. In contemporary society, people are constantly exposed to countless product advertisements through various media. Companies are making their best effort to draw customers’ attention, and empathic methodologies are becoming a mainstream of many. Sex appeal methodologies are mainly used among empathic ones, and even sex-neutral products are advertised using this particular method. Therefore, this research analyzes sex appeal advertisements and categorizes those advertisements by five types of Richmond & Hartman’s advertising appeals (functional, fantastic, inappropriate, symbolic, and gender-oriented). Moreover the study inquires the influence of sex appeal advertisement on customers’ attitude toward advertisement, attitude toward the brand, and purchase intention.
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