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

About the author(s)

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

Share this article

Bookmark and Share


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.


No related keywords in the metadata.


Total abstract views: 3253
Total article views: 6843


Crossref Citations

1. See you at the match: Motivation for sport consumption and intrinsic psychological reward of premier football league spectators in South Africa
Frederick W. Stander, Llewellyn E. van Zyl
Sa Journal of Industrial Psychology  vol: 42  issue: 1  year: 2016  
doi: 10.4102/sajip.v42i3.1312