Sex appeal in advertising: a brief literature review and reflection

Authors

  • Martin de La Martinière Petroll UFPR
  • Cláudio Damacena PUCRS

DOI:

https://doi.org/10.15448/1980-3729.2012.2.12339

Keywords:

Sex appeal, advertising, forms and effects of sex in advertising

Abstract

The study of sex in advertising is important and increasingly necessary due to the constant growth of its use in advertisement. Thus, it becomes essential to understand the use and effect of sex in advertising for both the academic and management worlds. So, this article has as main objective to review and summarize the relevant literature on sex appeal in advertising. Many conclusions of the studies reviewed here are different, demonstrating that there is not a similar results from the effects of sex on viewers, since they depend not only on the type of product and advertising, but also the characteristics of the public who wish to achieve, such as gender, among others, and emotional issues, behavioral and personality.

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Petroll, M. de L. M., & Damacena, C. (2012). Sex appeal in advertising: a brief literature review and reflection. Revista FAMECOS, 19(2), 567–585. https://doi.org/10.15448/1980-3729.2012.2.12339

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Vol. 19 No. 2 (2012)

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