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| Tekijä: | |
| Otsikko: | Overt sexuality in advertising: A disclosure analysis of gender responses |
| Lehti: | Journal of Consumer Policy
1995 : JUN, VOL. 18:2-3, p. 187-217 |
| Asiasana: | SEX DISCRIMINATION ADVERTISING RESEARCH PHOTOGRAPHY |
| Kieli: | eng |
| Tiivistelmä: | Recent developments in advertising imagery often involve the use of overt sexuality. Consumer responses to advertisements using a range of sexual explicitness are explored using a disclosure analytic approach. The dominant negative themes articulated across sex and age groups concerned the use of sex-role stereotypes and the objectification of women. Dominant positive themes shared by both sexes involved equality in sexual representations and sexuality as art. Younger consumers' discourse concerned how advertising can add symbolic value to consumption by investing the products with a romantic style of sexuality which becomes a potent cultural form drawing its energy from the desires of the body. |
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