Original Research

Gender differences in student attitudes towards sexual appeals in print advertising

Philippa Klug, Debbie Vigar-Ellis
South African Journal of Economic and Management Sciences | Vol 15, No 4 | a149 | DOI: https://doi.org/10.4102/sajems.v15i4.149 | © 2012 Philippa Klug, Debbie Vigar-Ellis | This work is licensed under CC Attribution 4.0
Submitted: 21 December 2010 | Published: 20 November 2012

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Philippa Klug, University of Kwazulu-Natal, South Africa
Debbie Vigar-Ellis, University of KwaZulu-Natal, South Africa


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Abstract

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.

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