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South African Journal of Economic and Management Sciences

On-line version ISSN 1015-8812

Abstract

KLUG, Philippa  and  VIGAR-ELLIS, Debbie. Gender differences in student attitudes towards sexual appeals in print advertising. S. Afr. j. econ. manag. sci. [online]. 2012, vol.15, n.4, pp. 367-380. ISSN 1015-8812.

Sexuality is a widely used appeal in advertising today. The aim of this research was to establish whether or not this form of advertising connects with South African students and whether gender differences existed. A triangulated research design with data collected in focus groups, was used. The findings generally indicated negative attitudes towards sexual appeals in advertising. The main difference in gender responses was that males responded more negatively to adverts that contained male models as opposed to female models, whereas, women responded in similar ways regardless of the gender of the model.

Keywords : sexual appeals; gender differences.

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