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| Tekijä: | Nelson, M.R. Paek, H-J. |
| Otsikko: | Nudity of female and male models in primetime TV advertising across seven countries |
| Lehti: | International Journal of Advertising
2008 : VOL. 27:5, p. 715-744 |
| Asiasana: | advertising television advertising gender consumers Asia Europe North America South America |
| Vapaa asiasana: | cultural values |
| Kieli: | eng |
| Tiivistelmä: | Partially replicating and extending previous research on nudity (hereafter as: nty.), this paper examines TV advertising across multiple countries, that is, Brazil, Canada, China, Germany, South Korea, Thailand and the United States (U.S.). Multiple factors are included: advertising regulation, cultural values and product type. The female (but not the male) nty. is shown to differ substantially across countries, females being portrayed in greater states of undress than males. German and Thai ads showed the highest level of nty. while Chinese and U.S. commercials showed the lowest level. The degree of model nty. in ads across the countries, is merely minimally explained by cultural values (masculinity/femininity) and advertising regulation. Congruent product category appears to be the most significant predictor for degrees of male and female nty. |
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